‘Ratio’ Harmony

Is there really Racial Harmony as what the government often claimed?



---

United Colors of Benetton (UCB) is a fashion brand whose advertising efforts focus on communication of social issues rather than product of sales. The brand is notorious for using shock advertising that may be repulsive to some. In this brief, UCB has identified Singapore as an important market to enter. The company aims to increase brand recognition and brand recall through their “Shockvertising” strategy. However, this method may posed as a challenge due to the conservative advertisement codes in Singapore.

Social Issue raised: Racism Why: Survey from Channel NewsAsia contradicts to the racial harmonious image that represents Singapore Key message: To show that even though we claim to be a racially harmonious society, we still have our biases towards another race. Risks: This concept may violate certain Advertising Codes in Singapore. Despite that, the team believe that it will be better to achieve maximum impact among the audience to create a buzz.