A STITCH IN TIME: Burberry has linked with Google on a film experience that employs real-time stitching technology, allowing members of the public to play a role in the brand’s Christmas ad campaign.
“The Burberry Booth” permits anyone to insert themselves into the luxury label’s festive campaign video, alongside the likes of Naomi Campbell, Sir Elton John, James Corden and Rosie Huntington-Whiteley. Users can share the video via YouTube, Twitter or e-mail.
Directed by chief executive and chief creative officer Christopher Bailey, the cast of the all-British campaign also includes Romeo Beckham, along with John and Toby Huntington-Whiteley. The campaign features the song “Cosmic Dancer” by T Rex from the “Billy Elliot” soundtrack.
“The Burberry Booth” will be located at the 121 Regent Street flagship from Nov. 24 to Dec. 24.
The brand has also released stills of the cast shot by Mario Testino and a behind-the-scenes video with James Bay, Campbell, Corden, George Ezra, Rosie Huntington-Whiteley and Julie Walters. It offers an insider’s view into the making of the campaign.
Burberry premiered the holiday ad earlier this month, with an event hosted by Bailey and John at the brand’s flagship store on Regent Street.
This is Burberry’s latest digital initiative with Google. The brand partnered with Google in 2013 on its “Burberry Kisses” campaign that allowed users to send virtual kisses globally.