Africa Works is Benetton’s social campaign in support of micro-credit in Senegal.
Youssou N’Dour, one of Africa’s best-known singers and a man committed to humanitarian projects:
“My personal experience led me to realise that when a loan, however small, is used to develop an idea or realise a project, it is an effective way of fighting poverty.”
The visual communication was developed at Fabrica and directed by photographer James Mollison and art director Patrick Waterhouse.
I created a web-teaser for this communication to introduce the campaign online.
Creative Direction - James Mollison
Art Direction - Patrick Waterhouse