The United Colors of Benneton 'Unemployee of the Year' ad campaign offers a unique, and possibly unprecedented, way to celebrate the jobless youth of this generation. Of course, it doesn't just congratulate any ol' bum off of the street. Instead, it recognizes the efforts many young adults have made to pursue a career that doesn't fit into the 'archaic' nine to five framework.
More than that, the United Colors of Benneton 'Unemployee of the Year' ad campaign acknowledges the difficulties young adults are facing at getting a job at all due to a struggling world economy. It is especially geared towards those in creative fields working for crap pay, long hours and social stigma.
The United Colors of Benneton 'Unemployee of the Year' video states, "For the commitment you demonstrated day in and day out. [...]For the extraordinary achievements in research, arts and crafts. [...]For making us see that it's not all about how you make money or how you spend it. For telling those who told you "Go get a job," "A job doesn't define me. What I fight for does."