Is it possible to make an entire issue of a magazine about shit? «Colors», Benetton’s corporate external magazine, created by photographer Oliviero Toscani and art director Tibor Kalman in 1991, has done it.
Issue 82 of this month is, literally, full of shit with seven stories all around the same topic. From toilet to diarrhea, not forgetting unholy urine, the reader is taken all around the world in a journey to understand different cultures and the problems a large part of humanity is still facing, with nearly two-thirds of the world who have no toilet and diarrhea – a banal stomach bug for anyone with a bathroom – that kills more children than HIV/AIDS.
A brilliant idea that shows how many different ways are available for storytelling and journalism which usually aren’t used, giving evidence of the difference between being restrained in the crap, to speak of the same subject, of daily conventional news routine and the need to innovate and test new paths if, as it is for most of newspapers and magazines, you are in the shit.
Introduce yourself properly to shit. You won’t regret it.
Dal 1987 in poi é stato responsabile del marketing e dell’organizzazione commerciale di grandi imprese [Star, Giuliani, Bonomelli].