It doesn’t come as much of a surprise that Burberry incorporated a brand new cast in its latest Spring/Summer 2016 advertising campaign. After all, a luxurious brand needs an innovative approach to constantly take the fashion world by storm. Hence, fashionable newcomers marked their stardom by exhibiting the brand’s newest ready-to-wear and accessories collections in a 40 image- campaign. The made-in-England Heritage Trench coats, the Scottish-woven scarves, the ponchos and the latest bag styles were all captured in London by famed photographer Mario Testino and under the creative direction of Christopher Bailey, Burberry’s remarkable Chief Creative and Chief Executive Officer.
Excitingly so, the cast of new talents, including Dylan Brosnan, Ruth and May Bell, created a wonderfully encouraging and energetic atmosphere, mirroring the mood of the new season while they joined British models Bella Yentob, Hayett Belarbi McCarthy, Eliza Fairbanks, Misha Hart, Liam Gardner, Sol Goss, Ben Gregory and Louie Johnson in the campaign.
But the cast isn’t the only new addition here, as Burberry took this opportunity to introduce its latest icon, the Rucksack, which sold out the minute it appeared on the runway. This new item represents the Runway Made to Order concept, where customers can place their order on Burberry.com for delivery by the end of the year.As for the men’s Rucksack, it will be available for purchase starting January.
What added to this campaign’s inventiveness was the release of live images and videos on the Snapchat platform for just 24 hours, making the brand the first ever to shoot and publish its advertising campaign live. Running from January 6th until June 2016, the campaign will reach all global communication platforms from outdoor to print and social media advertising, and will be the first luxury brand to partner with DreamWorks Animation in celebration of the launch of The Scarf Bar as part of an interactive experience using 3d visualisation technology in Piccadilly Circus.
All in all, the Burberry Campaign featured primarily the Rucksack, the Function Regalia collection, the menswear Straight-Laced collection, the Heritage Trench-Coat and the Burberry Scarves.
Cindy Menassa
