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Oliviero Toscani – Be Unique

Oliviero Toscani is an award winning Italian photographer and creative pioneer who changed the face of advertising.

His work has been awarded 4 Golden Lions at Cannes, and he has been the creative force behind many famous brands including Chanel, Toyota, and the Italian fashion company Benetton.

Working for Benetton from 1982 to the year 2000, he became a world renowned and incredibly successful “professional provocateur”, who took risks, provoked dialogue, and brought a social conscience into advertising/ by using images of AIDS patients, war, and prisoners on death row.

In 2015 he published a book titled More Than Fifty Years Of Magnificent Failures.

Chapters:
00:00 Trailer.
03:50 Brian’s thoughts on the episode.
05:57 Brian’s introduction.
06:42 1960s Swinging London, Flower Power California, Oliviero continues to seek out signs of evolution.
13:43 Humanity is the subject, the object and the task.
14:29 What is meant by creativity; not even God thought he was a Director of Creativity.
16:50 All art has to provoke something, otherwise it is not art.
20:16 Why he chose to do photography; illustrating his answer with a provocative suggestion.
27:29 The quality of the architecture depends upon the intelligence of the patron.
35:05 His unique take on advertising for Esprit’s Douglas Tompkins and Benetton’s Luciano Benetton.
43:04 Why he chose to photograph multiculturalism, the Aids epidemic and wars.
51:09 Why prisoners on death row were the subject of his photographs for Benetton advert.
59:05 Producing the book of his work More than 50 Years of Magnificent Failures without archival work.
1:01:15 What he hoped to achieve with the Anorexia pictures and how they were received.
1:04:08 Oliviero’s views on current day promotional work, politicians and Donald Trump.
1:06:15 America is a combination between hell and paradise, whilst Italy is a geographical reality.
1:09:49 Integration is the biggest opportunity and the subject of his next campaign for his return to Benetton.
1:11:10 Modern technology makes you lazy and stupid.
1:13:56 Using subversion to disrupt accepted thought and impression.
1:15:42 What is Oliviero’s super power.
1:19:12 What scares him.
1:19:38 The worst and best day of his life.
1:21:58 What keeps him awake at night.
1:22:47 His love of animals, being a wine and olive oil producer.
1:24:20 Success secrets.
1:25:07 Best advice ever received.
1:27:25 Advice to the watching 20-year old would be “creative” artist.
1:30:27 Brian’s summing up.

Notes:
Oliviero Toscani website
http://www.olivierotoscanistudio.com/it/portfolio.htm
Oliviero Toscani on Instagram
https://www.instagram.com/olivierotoscanistudio/?hl=en
Oliviero Toscani on Wikipedia
https://en.wikipedia.org/wiki/Oliviero_Toscani
OT wine
http://www.otwine.com/
OT horses
http://www.gennarolendi.com/en/
Oliviero Toscani olive oil
http://www.olioverotoscano.com/olive-oil/olive-oil-company.htm

Books:
More Than 50 Years of Magnificent Failures
https://www.amazon.co.uk/Oliviero-Toscani/dp/1783130083
Other books by Oliviero Toscani
https://www.amazon.co.uk/Books-Oliviero-Toscani/s?ie=UTF8&page=1&rh=n%3A266239%2Cp_27%3AOliviero%20Toscani

Topics discussed:
Mods and rockers
https://en.wikipedia.org/wiki/Mods_and_rockers
Quadrophenia (film)
https://en.wikipedia.org/wiki/Quadrophenia_(film)
Milan
https://en.wikipedia.org/wiki/Milan
Tuscany
https://en.wikipedia.org/wiki/Tuscany
Pan Am
https://en.wikipedia.org/wiki/Pan_American_World_Airways
1964 New York World’s Fair
https://en.wikipedia.org/wiki/1964_New_York_World%27s_Fair
California

https://en.wikipedia.org/wiki/California
Flower power
https://en.wikipedia.org/wiki/Flower_power
Angelus
https://en.wikipedia.org/wiki/Angelus
Casablanca (film)
https://en.wikipedia.org/wiki/Casablanca_(film)
Corriere della Sera
https://en.wikipedia.org/wiki/Corriere_della_Sera
Death of Alan Kurdi
https://en.wikipedia.org/wiki/Death_of_Alan_Kurdi
Interscope Communications
https://en.wikipedia.org/wiki/Interscope_Communications
Interscope Records
https://en.wikipedia.org/wiki/Interscope_Records
Benetton
https://en.wikipedia.org/wiki/Benetton_Group

People mentioned in this episode:
Mary Quant
https://en.wikipedia.org/wiki/Mary_Quant
Federico Fellini
https://en.wikipedia.org/wiki/Federico_Fellini
Donald Trump
https://en.wikipedia.org/wiki/Donald_Trump
Jimmy Iovine
https://en.wikipedia.org/wiki/Jimmy_Iovine
Dr Dre
https://en.wikipedia.org/wiki/Dr._Dre
Caravaggio
https://en.wikipedia.org/wiki/Caravaggio
Leonardo da Vinci
https://en.wikipedia.org/wiki/Leonardo_da_Vinci
Luciano Benetton
https://en.wikipedia.org/wiki/Luciano_Benetton
Douglas Tompkins
https://en.wikipedia.org/wiki/Douglas_Tompkins
Tina Brown
https://en.wikipedia.org/wiki/Tina_Brown
Caryl Chessman
https://en.wikipedia.org/wiki/Caryl_Chessman
Don Lorenzo Milani
https://en.wikipedia.org/wiki/Lorenzo_Milani
Le Corbusier
https://en.wikipedia.org/wiki/Le_Corbusier

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