MANILA, Philippines - Burberry has developed a completely interactive advertising campaign using innovative technology. Users can select and control the view and perspective of the campaign, cast and products. Motion-responsive images and video can be clicked, rotated, paused and dragged 180 degrees. Individual products and cast respond to user-controlled commands, bringing people closer to the collection, cast and location.
“This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that,” said Christopher Bailey, Burberry’s chief creative officer. “The Burberry campaigns have always been characterized by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions. Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.”
This is the first time this fully immersive and interactive technology has been used for a global luxury fashion advertising campaign, reinforcing the brand’s innovation and digital creativity: 14 images and six interactive videos showcase the Burberry autumn-winter 2010 collections Burberry Prorsum, Burberry London, Burberry Brit and Burberry Accessories collections. The campaign, which launched globally July 2010, is available on all Burberry digital platforms: Burberry.com, Facebook, YouTube and Twitter.
In the Philippines, Burberry is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Greenbelt 4, Rustan’s Department Store Makati, and Shangri-La Plaza Mall.