Mumbai: The latest ad campaign for United Colors of Benetton – #UnitedByHalf – was conceptualized by Creativeland Asia and directed by Shirsha Guha Thakurta for Oink Films, with post production services delivered by Prime Focus Limited. The ad portrays women from all walks of life claiming female equality – their right to have their half.
The timing of the ad is especially appropriate considering that International Women’s Day falls on March 8 this year. The theme of this year’s event is #BeBoldForChange, with the organization urging each one of us to take ‘bold pragmatic action to accelerate gender parity’. In fact, women’s safety and gender equality are issues promoted extensively through Benetton’s ‘Women Empowerment Program’, a long-term initiative to support women’s rights worldwide.
Prakash Kurup, Sumanth David and Michele Ricossa were the Prime Focus experts who delivered the post production of the ad. Co-founder and Creative Director Prakash Kurup delivered the offline edit, and Senior Editor Sumath David finished the ad in the online edit.
The atmosphere of the ad was enhanced by Senior Colorist Michele Ricossa, who maintained the beautiful color textures in every shot, and brought them all together in the grade to deliver a stunning and worthy campaign.