Polo365 is Benetton's polo for every day of the year, in a tri-blend fabric. Nobody buys a polo to play polo; they buy it because it works at the office and at a party. So the campaign got a chameleon that fits in anywhere, in any colour. I designed the character, storyboarded, generated and edited the films and teasers, and the campaign ran in every Benetton store in India.
PROJECT INFO
Team Candy Shop Communications · Timeline Launched July 2026 · Tools Higgsfield Canvas, Kling 3.0, Seedance 2.0, After Effects, Premiere Pro
The brief
United Colors of Benetton was launching Polo365, its new premium polo line for summer. The name works three ways: a shirt for all 365 days of the year, the 3 for its tri-blend fabric, the 65 for Benetton's founding year, 1965. The job: make people notice.
What we found
Everyone has a polo shirt, so a new one alone excites no one. And nobody buys a polo to play polo. They buy it because it crosses over: professional at the office, fun at a party.
The idea
Any color you like. The chameleon is the ultimate symbol of versatility: as cool in green as in red or blue. It takes its cue from the hue around it and fits in wherever it is. Just like the shirts.
How it came together
The character. The hardest part: building one character with AI and keeping it the same everywhere it appeared — the film, the teasers, print, in-store media and social. I built a master character and used it as the reference for every generation.
The storyboard. I storyboarded the launch film and the teasers.
The teaser. Before the reveal, hints that something mischievous and mysterious was on its way.
The launch film. Then the chameleon showed up everywhere at once: offices, parties, beaches, music.
The flagship. At Benetton's Mumbai flagship, a giant real-world sticker of the chameleon went up on the store front and drew crowds inside.
The series. After the launch it kept showing up, in every colour, doing everything: singing, dancing, doing comedy, driving, hiking, commuting, working, dreaming.
The tools. The character and films were generated in Higgsfield Canvas with Kling 3.0 and Seedance 2.0, then finished in After Effects and Premiere Pro.
What shipped
A teaser, the launch film, print and in-store media, a giant chameleon sticker on the Mumbai flagship, and a series of films with the chameleon in every colour. The campaign ran in every Benetton store in India.
Outcome
Live in every Benetton store in India from July 2026.
Credits
Concept, character design, storyboard, AI generation and edit Shaurya Singh
Agency Candy Shop Communications
Client United Colors of Benetton