Burberry’s new My Burberry campaign is undoubtedly the most exciting fragrance launch of the year so far, featuring an innovative digital advertising strategy (more on that later) and fronted by two of the most iconic and photographed supermodels in the world – Kate and Cara.
Although they have both worked with Burberry on numerous occasions, it’s surprisingly the first time ever that the supermodel duo have featured in a campaign together.
Shot by legendary photographer Mario Testino under the creative direction of Burberry’s Chief Executive Christopher Bailey and set to the soundtrack of Jeff Beck and Joss Stone’s ‘I Put A Spell On You’, it really is something special.
Bailey says of the new launch, ‘My Burberry is the true embodiment of our brand, in scent, in design and in attitude’.
The perfume itself, created by master perfumer Francis Kurkdjian, is supposed to capture the scent of a London garden after the rain, whilst the bottle represents Burberry’s iconic trench coat, which both Kate and Cara wear in the video.
Now for that digital strategy: using your smartphone you’ll be able to interact with the campaign on digitalised billboards around the world (including London) so you can bespoke the campaign with your initials. After this, your phone will automatically map you to the nearest store where you can go buy your monogrammed bottle.
Alternatively, you can tweak the advert on your Channel 4 40D to include your initials, that you can then share to your followers on various social media platforms.
Delevingne told WWD when shooting the campaign, ‘It felt like we were making something special. It’s so exciting to see it come to life now.’
Watch it come to life for yourself with this behind-the-scenes video
