In addition to outdoor and press advertising, the new Benetton campaign, officially presented today in Dakar, includes a series of projects and events: a special supplement distributed with Colors 73 about money in its myriad forms and substances; a new version of Birima, song recorded by Youssou N'Dour in 2000 and re-arranged by him in 2008 with the extraordinary participation of Patti Smith, Simphiwe Dana, Irene Grandi and Francesco Renga; a videoclip of the song; a cartoon about micro-credit produced specifically for the Senegalese community and African TV channels; a Benetton website devoted to the campaign and its related events and the <http://www.birima.org/>www.birima.org portal, both devised and developed by Fabrica. The Africa Works campaign will also be on stage during the Senegalese singer's world tour, in particular during his concert at Paris Bercy on 5 April 2008.
http://www.benetton.com/africaworks-press/en/press_information/1_1.html