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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.


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.


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