Burberry celebrates Britain
Burberry celebrates British heritage in a global campaign that includes its first ‘click to buy’ functionality in digital content.
The brand hopes the initiative will remove the distinction between digital and physical and strengthen its brand message by allowing consumers to buy the fashion collections featured in digital content immediately.
Previously it has taken longer for collections to appear in store following the launch of a campaign, but Burberry has been speeding this process up for several seasons.
A series of films, shot by Mario Testino, will roll out online each month starting 1 June and running until the next campaign for spring summer 2013.
The films star British musician Roo Panes and British actress Gabriella Wilde who is due to star in a remake of Stephen King’s ‘Carrie’ alongside Chloe Moretz and Julianne Moore.
Panes also recorded the soundtrack for the films ‘Indigo Home’, which will be released on iTunes on 1 June.
The luxury fashion brand hopes to take advantage of the spotlight on London this summer and claims the camapaign is its most cinematic to date, designed to emphasise its London heritage.
The full campaign launches on 1 June and has been timed to coincide with the Diamond Jubilee weekend. It was filmed at the Royal Naval College in Greenwich, home to the Olympics equestrian events later this summer.
Burberry plans to use social media platforms including Pinterest and Instagram as well as Twitter, Facebook and YouTube to create a socially rich digital experience.
It has previously stated that it spends more than 60% of its marketing budget on digital.
Christopher Bailey, Burberry chief creative officer, says: “We wanted to play with everything that’s at the heart of the Burberry world – celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way. Using London as the backdrop, we shot the series of cinematic, emotive black and white images and short films with the incredibly talented Gabriella Wilde and Roo Panes, who effortlessly bring the campaign and our collections to life across all of our platforms.”
