Burberry lets passers-by take over Piccadilly Circus screen to create personalised scarves

Burberry is taking over the giant ad screen at Piccadilly Circus with an interactive 3D campaign that will allow passers-by to create, and buy, personalised versions of its heritage scarves on their mobile phones.

Burberry is the first luxury brand to partner with DreamWorks Animation’s new visualisation platform NOVA. Using its tech, up to five visitors will be to take control of the screen using their mobile devices.

A festive scarves video will play constantly to invite users to connect via Burberry.com/play and interact with the screen. The Burberry campaign launches launch today (14 December) and runs until 31 December.

The tool allows users to explore the full range of Burberry scarves, monogram their favourite with initial of their choice and have it appear on the giant screen. They can control its movement by directing it with the motion of their phone.

Consumers will also have the option to purchase the scarf direct from Burberry.com or receive directions to the nearby flagship Regent Street store.

The technology is similar to the tech used to develop DreamWorks’ 3D films

Christopher Bailey, Burberry’s CEO, says: “DreamWorks Animation is peerless in the work that it has done on the big screen in so many stunning films. They have constantly pushed the boundaries of what is possible in digital animation and with their latest NOVA platform we have been able to partner with them to create something really beautiful and engaging for our customers.

“We are thrilled to be working with such an incredible company led by Jeffrey Katzenberg – a truly innovative and creative thinker. We are looking forward to seeing how audiences react.”

Burberry is not the first brand to use NOVA’s technology, although it is the first to use it in a marketing campaign. Earlier this year Nike said it was partnering with DreamWorks to build a 3D digital design system aimed at transforming the product creation process to enable faster prototyping and instant digital print apps.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here