Burberry celebrates its iconic products with the launch of the brand’s global festive campaign for 2014/15, celebrating the gift of giving with its audiences wherever they are in the world. Placing entertainment at the heart of the content, the Burberry Festive campaign introduces ‘From London with Love’, a ﬁlm which takes audiences on a magical festive journey, starring Romeo Beckham in a specially created role, marking his second campaign for the brand.
‘FROM LONDON WITH LOVE’
Under the creative direction of Burberry Chief Creative and Chief Executive Ofﬁcer Christopher Bailey, the ﬁlm is set against a theatrical London backdrop, which comes alive with over 50 dancers who give a performance inspired by the golden age of cinematic musicals. The story is of a boy delivering the gift of love to a young couple, played by new British models and dancers Hannah Dodds and Anders Hayward, who take him on a journey of romance and festive enchantment through the streets of London. The ﬁlm celebrates gifting as a powerful way of connecting people. Shot on location at a custom-built set on the George Lucas stage at Elstree Studios in London, the dancers perform to choreography by Lynne Page, specially-designed for the exclusive campaign soundtrack ‘The Way that I Live’. The track was written and recorded by British songwriter Ed Harcourt at Abbey Road Studios, and is available for pre-order on iTunes from today, ahead of its ofﬁcial release in December.
BURBERRY GIFTS – CELEBRATING BURBERRY ICONS
The launch of the campaign coincides with the availability of the full range of Burberry festive gifts in store and on Burberry.com, offering the brand’s most personalised collection and customer service to date. This includes the iconic pieces which are paid homage to in the campaign – the Heritage trench coat, the cashmere scarf, men’s tailoring, women’s eveningwear, and the new Burberry Beauty make-up look created by Burberry Make-up Artistic Consultant Wendy Rowe. The personalised collection: a full monogramming service for key pieces within the festive collection – iconic Heritage cashmere scarves, colour block ponchos, and the My Burberry fragrance for women – is available from today, allowing global customers the ability to personalise bespoke gifts for their loved ones with up to three initials. All Burberry gifts are wrapped in beautiful gold packaging, with hand-tied ribbon bows, especially for the festive period. The personalised service: new gift ﬁnder functionality gives customers online the ability to explore gift ideas by gender, theme and size, through tailored pages, curated individually by the brand. A Collect-in-Store service also allows customers to shop online at Burberry.com globally and collect the order at a Burberry store of their choice, as early as the next day.
INNOVATIVE CAMPAIGN ACTIVATION
Launching globally today, the advertising campaign will run across outdoor advertising, cinema, and all of the brand’s 10 global social media platforms for 3 months.
Dedicated Social Media Platform Content
Viewers can follow the story across all of the Burberry social media platforms globally including Facebook, Twitter, Instagram, Sina Weibo, WeChat, Pinterest, Google+, YouTube, Youku, Douban and LinkedIn.
Evolution of In-Tweet Purchasing
Continuing on from the latest step in the brand’s digital evolution, Burberry once again partners with Twitter giving customers in the US the opportunity to purchase Burberry Beauty products from the festive Winter Glow collection (from mid November) and the My Burberry fragrance (from December), In-Tweet.
Instagram – The @Burberry Instagram account will feature unique festive content, offering a glimpse from behind the scenes of the ﬁlm set, and will take followers on a journey through the streets of London led by a cast of wooden puppets inspired by characters in the festive ﬁlm.
Interactive billboard campaign
From December, audiences in London will be able to interact with and personalise the festive ﬁlm at the iconic One Piccadilly billboard site. Burberry.com on mobile – The full festive experience including all campaign content and purchasing functionality is also available through the Burberry.com mobile site, which now completely mirrors the interactive desktop experience. The Burberry Gifting Van – To celebrate the festive season, a vintage-inspired Burberry Gifting Van will be delivering gifts and visiting Burberry ﬂagship stores and iconic landmarks around the world.