Fabrica’s Social Campaigns team has created a series of creative contents – images and videos – for WE Program (Women Empowerment Program), a program of long-term sustainability of Benetton Group, aimed at supporting the emancipation and legitimization of women around the world.
The struggle that women have confronted in the past continues to extend into the present; but reality needs to be transformed, with the inner strength that lies within. This past and present are portrayed by two contemporary dancers, mother and daughter, who interpret poems with their bodies and create an emotional storytelling.
The WE Program focuses in five priorities, in accordance with United Nations’ agenda, while the creative concept focuses in 5 body parts that build up a woman, to represent each area of the WE Program: Mind (Quality Education), Spine(Sustainable Livelihood), Heart (Healthcare), Arm (Fight against violence) and Hips(Non-Discrimination and Equal Opportunities). The body parts are held and supported by a thread of color which represents life and Benetton’s DNA.
Talents - Lucy Briaschi / Tiziana Bolfe
Creative Director / Photo retouch - Karen Oetling
Photography - Federica Sasso
Film Director / Video Editor - Lorena Alvarado
Producer - Chiara Codognotto Capuzzo
Copywriter - Paloma Patlán
Music - Francesco Novara
Cinematographer - Giovanni Andreotta
Operator - Marijana Brajkovic
Gaffer - Michele Traina
Lighting Assistant - Stefano Schiaffonati
Photography Assistant - Karim El Maktafi / Andrew Nikonowicz
Make up artist - Lucia Giacomin
Hair Stylist - Adriano Cattide
Stylist - Savina Di Donna
Video assistant - Christian Coppe
Coloring - Shek Po Kwan