June 30, 2010

Burberry Goes Interactive

Though Burberry has been around for well over 150 years, "traditional" or "old-school" is far from what the brand reflects today. As one of the most forward-thinking fashion houses of our time, Christopher Bailey and the rest of the Burberry staff floors us once again with their latest interactive global advertising campaign, just released this week on their main homepage.

A genius combination of music, fashion, and technology, their latest campaign has an interactive feature allowing the viewer to have the power to control the ad and how they want to see it -- rotate, pause, enlarge, zoom, etc. By being in charge of the perspective, you can create your own Burberry ad as you like it -- make the models walk forward and backwards, turn it 180, or zoom into the the details of the clothes. It is completely new in its kind, an inspiration for what may now be the future of advertising. Bailey comments on his campaign stating, "Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see image, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured."

Hands down, Burberry is the leading innovator of the fashion industry when it comes to technology. Let's not forget about their highly successful interactive social networking site The Art of the Trench, which launched last November, inviting the global community to submit portraits of themselves wearing the Burberry coat. They were also the first to go 3D during last A/W 2010 London Fashion Week, streaming its catwalk show live across the globe. As Burberry is continually developing the creative potential of technology, we can be sure to expect that this latest advertisement is just the beginning of more innovative projects to follow. Examples like these prove that in times like today, the innovation and creativity of fashion houses lie far beyond what they present on the runway. Everything, from their social networks, advertisements, online presence, events, and retail stores, are essential factors to creating a unique and successful brand. 

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