The Burberry Brit Rhythm campaign marks the first major men’s fragrance advertising the brand has launched since it terminated its near 20-year licensing contract with Interparfums earlier this year, taking direct control of its perfumes and beauty business.
Alongside a multi-media advertising campaign starring These New Puritans drummer George Barnett and model Suki Waterhouse, Burberry is hosting three gigs in London, New York and Singapore. Those singing up on Burberry.com to enter the prize draws for the gigs will receive a scented temporary tattoo in the shape of the “studded leather jacket-feel” perfume bottle, which will also act as an entry stamp.
Elsewhere, Burberry is partnering with Instagram users hand picked by chief creative officer Christopher Bailey who will collaborate with him to photograph the gigs using the #ThisIsBrit hashtag. The images will feature on Burberry’s mobile app and digital outdoor ads.
Bailey has also designed a range of accessories to complement the fragrance launch.