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.”

In 2008 Benetton’s global social campaign supported Birima, Youssou N’Dour’s co-operative credit society in Senegal.  

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