Benetton 'It's MY time' campaign

What a clever campaign this is. In the age of everything social and interactive and the very prominent 'don't tell us what we want, we'll tell you' attitude of our generation, Benetton have gone and created a global casting competition. Gone are the stereotypical catwalk cliches and model attitudes.

Entrants create a profile, upload movies and photos and get people to vote for them. Why? Because the 100 highest voted entries get featured in their new book on global style and win 200 euro to spend in Benetton. From these, 20 will be selected and flown to New York to be in the Benetton 2010 Fall/Winter campaign.

'We don't care where you're from, only where you can go'

So long Kate Moss, welcome YOU.

Now IT'S MY TIME. Who would have guessed? South Africa is part of the search for the next Face of Benetton. Citizens from the Mother city (and elsewhere) zoot down to Jozi if you can and enter at the United Colors of Benetton store in The Mall in Rosebank on 26 and 27 February between 12-6pm.

Watch this movie http://chewmagazine.posterous.com/ to see what these twins have come up with