In 2000, Benetton launched a new campaign entitled ”Death row”. The goal was to cause a debate about the dealth penalty, making posters with pictures of American prisoners condemned to death. The posters give their names, the nature of their crime and the way they will die.
As a result of the campaign, a lot of association threatened to boycott Benetton shops and the Brand was pursued by the Missouri State because they didn’t know that their prisoners’picture will serve for advertising.
