Burberry launches its first evolving ad campaign for Spring Summer 2011, where new British cast members will be revealed each month.
The campaign showcases the high impact global monthly flow of new Burberry product and accompanying innovative content, used seamlessly and consistently across all of the brand’s online, offline and in store touch points.
Shot on Brighton beach by Mario Testino and launching with British models Cara Delevingne and Jacob Young, the campaign reinforces the brand’s synergy with British landscapes, weather and emerging talent.
The campaign shows the full breadth of the Burberry offering – Burberry Prorsum, Burberry London, Burberry Brit and Burberry accessories, all of which can be explored on Burberry.com with multi-faceted content experiences.
“We wanted to create a dynamic, evolving campaign that reflects the diversity of our broad global consumer, revealing new British cast members each month, all with their own identity, embodying the different attitudes of the Burberry guy and girl. We shot the campaign on Brighton beach to celebrate the great British outdoors and our history of supporting emerging talent and to bring to life the emotion behind protection from the elements.’’
Christopher Bailey, Burberry Chief Creative Officer.
And Burberry also streamed the Burberry Prorsum Autumn Winter 2011 menswear runway show from Milan from 5PM (Milan time) on Saturday 15th January, using new technology to enhance the viewing and instant purchase experience on Burberry.com.
Immediately after the show, visitors to the site were able to pre-order outerwear and bags from the collection using instant messaging functionality to receive immediate product information and place an order (‘Click to Chat’) or by clicking for an instant call back by a Burberry salesperson to place an order (‘Click to Call’).
Orders placed will be delivered within two months, giving the high fashion global consumer instant gratification receiving their product ahead of standard delivery times.
Images: Credits “© Copyright Burberry/Testino”
This content is from Fashion and Runway