What kind of brand message do you associate with the clothing firm Benetton? Remember those distinctive brightly coloured adverts which feature people from different cultures and creeds? Remember the shock tactics of the controversial ‘United Colours’ campaign, which featured an Aids activist dying of Aids and pictures of inmates on death row? Is Benetton a company with a social conscience perhaps, with a progressive and uncompromising attitude? The filmmakers of Colours at the End of the World set out to understand how a clothing brand promoting cultural equality came into conflict with two Mapuches over the issue of land rights. Ale Corte’s film uncovers a ‘quality’ of the Italian company Luciano Benetton would have preferred concealed.

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