Burberry 3D Campaign - 2010 Fall Winter
Last week, Burberry pushed boundaries again with its debut of it latest Fall/Winter 2010 campaign that was shot with 3D effects. Amongst the hype online, this video surfaced on Socialites Anonymous and really gave me a positive image of Burberry as a brand.
Christopher Bailey, Burberry’s Chief Creative Officer briefly explains the creation and inspiration behind the latest campaign. He describes the campaign as an extension of the runway show, and therefore the print campaign needed to capture Burberry’s history and heritage, energy and vibe, through still photography. While he describes the reason for the 3D effects, Christopher also starts talking about the Burberry team. This is what connected me. He states that he feels “very strongly that none of us do anything on our own” and “you can have a great idea or strong point of view, but it wont matter if you don’t surround yourself with talented people that you trust and admire and enjoy working with.”
I found his statement so welcoming. He easily could’ve taken credit for the entire creative campaign concept, but he continues to talk about his colleagues and team members being a crucial part of making this campaign a success. (And judging on the amount of tweets about it last week, it definitely generated good press). I loved this video because it felt very personal. Hearing Christopher’s beliefs on how to work successfully together made me feel connected with the brand and want to follow it more often. While, Burberry’s intent may have been to just show the “behind the scenes” of the campaign shoot, I see this video as a HR marketing tool, but also brand connection tactic. With great employee sentiment and positive teamwork attitude, who wouldn’t want to be a part of Burberry after seeing this? Whether its working at a retail store or purchasing product, Burberry seems to value every person throughout the process. And that’s a brand I can stand behind.