Late in 2007, Benetton began documenting the progress of the loan recipients through the images of photographer James Mollison. Mollisons photos spotlight a diverse group of entrepreneurs who’ve received the loans.

In keeping with Benettons commitment to social advocacy, the images are featured on billboards and print ads in the company’s new “Africa Works” global communications campaign. Benetton hope is that these everyday people will become tangible symbols of an Africa that uses the dignity of work to fight poverty and take back responsibility for creating its own future.

This is quite a fantastic and extensive campaign. It is really interesting how a company like Benetton spends indirectly a good sum of money to promote themselves indirectly. This has three benefits, one: interesting advertising for the company, two: benefit to people who needs it and of course a tax write-off for the Benetton’s accounting department. I think the work really is quite fantastic.

Well post processed shots with really well cart and finally edited characters. I would personally added a lot more location wise to make each shot a really lasting story, but perhaps that is not Benetton style.

Here are some behind the set shots form the above productions:

• Art direction: Patrick Waterhouse
• Photographer: James Mollison
• More about: Africa Works

(2 votes, average: 4.5 out of 5)

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