THE HOPE
PROJECT
AN EXTRAORDINARY JOURNEY
IN SEARCH OF HOPE
There are those who hope to have a great career and those who hope to win the lottery. Those who want to go to Mars and those who want to stay on the sofa all day long. There are those who hope to buy a house, to live to be a hundred, to soon embrace the people they love.
In a difficult period, in which it is vital to be able to look to tomorrow with optimism, we here at Benetton set out a journey in search of hope. To find it, we will not lock ourselves in libraries or government offices, We will hit the streets, squares, beaches, and ask the people we meet to tell us the beautiful things they expect from the future.
It will be an extraordinary journey, which will take us to some of the most iconic and colorful cities around the world, allowing us to build a global census of hope, at a time when we really need it.
Stay tuned!
FIRST STOP: RIO DE JANEIRO
The first stop of the Hope Project is Rio, the Brazilian metropolis that has captured the imagination of travelers from all over the world with its palm trees and its football fields, the samba and the Pão de Açúcar, it beaches and its contradictions. We went right to the Copacabana waterfront in search of the future, in a particularly difficult time for Brazil. There we met Lara, Joao Vitor, Henri, Janice and other young Rio residents who, each in their own way, told us what their hopes for the future were, and how they intended to turn them into reality.
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