Benetton organized a Global Casting Competition, IT’S MY TIME, a worldwide search for fresh faces and new styles for Benetton’s 2010 campaign.
The twenty lucky winners, including the 16-year old Dutch Patricia Nooyen, will be flying within a few days to New York to shine in the latest Benetton fall / winter campaign. They will be photographed by Josh Olins.
The finalists were closely followed by the It’s My Time team and eventually selected from 65,000 participants. Potential models around the world (217 countries) signed up. Besides the Dutch Patricia also a Belgium model, Kevin was selected.
The casting attracted participants from Ethiopia to Zimbabwe and Nepal to Uzbekistan. Most applications came from Turkey, India, Mexico and Russia. Over 40,000 women came forward, almost twice as much as men.
The new faces of Benetton from New York keep a journal of their experiences.
Increasingly, brand use the Internet and social media to search for new talents. Hugo Boss also recently conducted an online casting via Facebook.