Burberry is set to launch a fully interactive ad campaign for autumn/winter 2010 - the first of its kind.
Shot by Mario Testino with creative direction by Burberry's Chief Creative Officer Christopher Bailey, the campaign features a roll-call of young British talent including Rosie Huntington-Whiteley, Nina Porter, Charlotte Wiggins, Caspar Smyth and actor Douglas Booth. But while Burberry is well-known for its edgy, Brit-It visuals, these ones come with a difference.
Spanning 14 images and six videos, a new brand of "fully immersive and interactive technology" will allow users to select and control the view and perspective of the campaign, cast and products. The images and films are motion sensitive, meaning that they can be clicked, rotated, paused and dragged 180 degrees - all with the intention of drawing their audience closer to the Burberry action.
"This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that," Bailey explains. "The Burberry campaigns have always been characterised 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."
The campaign, which encompasses the Burberry Prorsum, Burberry London, Burberry Brit and Burberry Accessories collections, will launch globally next month.
Picture: Burberry Prorsum, autumn/winter 2010.
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