About the artist
In the 1990s, Toscani gained notoriety for his provocative advertising campaigns for Benetton, an Italian textile company. His most recognised work was a harrowing depiction of an AIDS patient on his deathbed, surrounded by family. His campaigns often confronted sensitive subjects like racism, war, religion, and capital punishment. Another wave of controversy was incited by his 2005 ad campaign for the menswear brand Ra-Re, featuring images of gay couples embracing, which ignited debate about community rights in Italy.
To Toscani, the crux of an effective advertising campaign was a powerful concept and clear communication, and he used controversy as a successful strategy to achieve this.
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