Lana Sutra An Advertising Campaign by Benetton for Fall Winter 2011

Benetton back to draw everyone’s attention with its ad campaign. On this occasion, the Italian group presents the sex for a brand name that resonates strongly in the international media. Under the motto ‘Lana Sutra’, the result of the unification between the wool and the ‘Kamasutra’, the Hindu text on eroticism, the campaign combines fashion and sex as reflected in a series of sculptures representing a loving couple in different poses. All of them can be seen in the stores of Milan, Munich and Istanbul, which will be an authentic art gallery.

Implementation of this idea is the initiative midway between art and fashion that came after the success of the first sculpture of “The Tiger” last exhibited at the Venice Biennale. After the first piece that now there are 15 main positions of the Kamasutra has been represented. The young Cuban artist Erik Ravelo has been responsible for shaping the embracing bodies of these ‘lovers’ covered with plaster made ​​of wool yarn in the colors of Benetton Autumn-Winter collection. “We hope with this people think about the values ​​of love” noted by the Benetton vice president, Alessandro Benetton. A campaign that in his opinion shows its “passion for art.”

With this action, the Italian group will revive the controversy; something that, on the other hand, more than usual. They are the pioneers to use strategy and marketing in the 90′s, in the hands of the photographer and publicist Oliviero Toscani and always under the motto “The United Colors of Benetton”

The sculptures can be seen for a week in these three cities, after that time, will begin a tour for the rest of the brand stores.