BEEN AROUND THE WORLD: Burberry is breaking with tradition and releasing an edgy, social media-inspired campaign for spring, with an unprecedented number of images that will break in waves across all media channels from Jan. 6 through June.

The campaign, shot by Mario Testino, features a new cast of fashion newcomers, including Dylan Brosnan; sisters Ruth and May Bell; Bella Yentob; Hayett Belarbi McCarthy; Eliza Fairbanks; Misha Hart; Liam Gardner; Sol Goss; Ben Gregory, and Louie Johnson.

Testino has shot 40 images that have a raw, social feel to them — and are miles away from his usual polished, glossy creations for the brand.

One half-dressed model poses with her monogrammed backpack, while another lounges on the floor, wearing sunglasses. Others — with tousled hair — wear trenchcoats draped over naked chests or scarves that double as blouses.

The campaign was shot in London on the same set as the brand’s first-ever Snapchat campaign in October. At the time, a series of images and accompanying videos were released live on the Burberry Snapchat platform over 24 hours.

The full advertising campaign will run across global platforms including the brand’s e-commerce site, outdoor and print advertising, Facebook, YouTube, Twitter, Google+, LinkedIn, Instagram, Pinterest, Sina Weibo, Youku, WeChat, Line and Kakao.

The campaign will break in publications including U.S., U.K., and French Vogue; Vanity Fair in the U.K. and France, and on Vogue.com and New York Magazine’s The Cut beginning on Jan. 18

The campaign also showcases Burberry’s new rucksack, which customers can order for delivery before the end of the year. The men’s rucksack will be available for purchase from January. The rucksack, which made its debut on the spring runway in September, is available for purchase in-store and at burberry.com from today. Monogramming will become available in January.

Burberry debuted another digital project this week, the unveiling of a marketing campaign that allows members of the public to customize the brand’s scarves and make them fly around a digital screen in Piccadilly Circus. A collaboration with DreamWorks Animation’s new tech company Nova, the campaign allows up to five users to explore the full range of Burberry scarves on their mobile, monogram their favorite and then see it appear on the big screen where it will fly around directed by the motion of their device.

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