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Can You Live in the Burberry Ads, Too?... Marzorati Leaves NYT Mag...

Burberry is launching a digital, interactive ad campaign that allows viewers to engage with models and merchandise.

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CAN YOU LIVE IN THE ADS, TOO?: Burberry keeps pushing its digital frontier and now, taking inspiration from its 3-D runway show in February, the brand is launching a digital, interactive ad campaign that allows viewers to engage with models and merchandise. “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,” said Christopher Bailey, chief creative officer, adding that he saw the campaign as an extension of the brand’s latest show. Burberry’s go-to photographer, Mario Testino, shot the campaign at Pinewood film studios in London, and models include Rosie Huntington-Whiteley, actor Douglas Booth, and musicians Gwilym Gold, Rory Cottam and Samuel Fry. The campaign makes its debut today on burberry.com and on the brand’s pages on Facebook, YouTube and Twitter. It will break in the August issues of titles including Vogue and Vanity Fair and appear in a variety of online publications. At the click of a mouse, viewers can make a model pick up a bag, turn it and put it down again. They can do the same with trench collars, umbrellas and rain boots. The campaign is an extension of Burberry’s video look books, where models move around, walk on and off the set and “live” in the clothes. In the ad campaign, viewers also can spin models around 180 degrees to see every angle of a look and shop all the looks directly on burberry.com. The campaign also includes elements such as backgrounds and extra images of the models, as well as a video interview with Bailey. As for the bad news for all those magazine publishers out there: About 40 percent of Burberry’s ad spend is now in digital.

— Samantha Conti

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