Benetton's ingenious social media campaign supports positive change, taps into the zeitgeist

Here's the skinny:

• You know who has some spare time on their hands to change the world? The unemployed.
• Benetton's take on the CSR glamour project is both beautifully-executed and smartly-planned.
• The contest funds the top 100 user-selected projects with 5,000 euros.