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Benetton Ad

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Oliviero Toscani

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Oliviero Toscani & Tibor Kalman

Colors magazine, issue #7, AIDS, juin 1994 © Tibor Kalman, Oliviero Toscani, United Colors of Benetton

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Classic Benetton poster: "Dying of Aids". Loved my work as AIDS nurse coordinator beginning in 1988 until I retired in 2000

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This Benetton advert features a photo of Aids sufferer and activist David Kirby and his family by Therese Frare (1990). The original picture, which won the World Press Photo Award, was published in black and white, but Benetton's advertisers decided they wanted to use a colour version to make it seem more shockingly like a real ad. Frare approved of the photos use. Aids activists who claimed the campaign was in some way a vindication of homosexuality.

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Oliviero Toscani

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Benetton

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Benetton - AIDS 1994

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Advertising's Shock Troops

shocking advertising

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