Always innovative and evolving with the digital world, Burberry not only unveiled its autumn winter 2012 campaign, but also a totally new concept around it.
The campaign will be revealed across all Burberry touch points and platforms including Burberry.com, Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.
Just like the editorial impact on specific pieces, the clothes and accessories featured on the brand’s campaign are usually what the consumers are looking for the most.
With this idea in mind, Burberry has created an innovative digital experience that will allow visitors to explore and purchase from the campaign through short films, imagery and music, bringing the campaign and collections to life every month.
A continuation of the brand’s Runway to Reality concept, for the first time consumers will be able to buy the Autumn/Winter 2012 collection directly through the campaign gallery on Burberry.com
“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.” Christopher Bailey, Burberry Chief Creative Officer
Shot at night at the iconic Royal Naval College in Greenwich London by Mario Testino under the creative direction of Christopher Bailey, the campaign is embodied by a pair of sublime Brits: actress Gabriella Wilde and musician Roo Panes.
See all the photos below:
Photos by Mario Testino for Burberry
© Copyright Burberry/Testino
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