Thursday, June 24, 2010
“This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that. The Burberry campaigns have always been characterized by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions. Burberry was founded on innovation and outerwear and 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.”
Burberry, that fashion-forward iconic brand you know and love—maybe—sent me their new digitially interactive campaign slash Burberry Brand System as they call it. As opposed to a non-digital interactive campaign. Fashion though lives in its own little bubble and this season’s look is considered an ad campaign. Go. Load. Click. Hold. Drag. But that’s it though. To *play* it, you have to play drag it. Neo-post-modalyptic themes aside—smashing jackets, those—I need more there, there. Since this isn’t a fashion blog however, you came for the PR release part. In addition to the opening puffery, my favorite stuff is usually the boilerplate:
As usual, please note the following publishing restrictions from the advertising campaign:
1. Publication is credited "© Copyright Burberry/Testino"
2. Only one publication is permitted. Further permission must be sought for any additional usage.
3. The image(s) cannot be cropped or have text overlayed
4. If the image appears on the internet, it must be protected, and the image is used at no more than 72dpi and displayed at an on-screen size of no more than 300x300 pixels.
5. The image cannot be used on the cover of a magazine
Uh, no to all of that. If they didn’t have a YouTube clip, trust, I’d be running their shot in all it’s hi-res glory any way I wanted. Now, going back to something CCO Christopher Bailey says of the work in the video and recreating that live experience. I see the Matrix effect and all, but the quality—let’s face it—undermines the imagery elsewhere, not to mention the heritage of the brand. I’ve followed their story since they rebranded a few years ago, and liked where things evolved to now, but this site’s been done far better in other places.
Fashion is about the best photographers and talent, and the YouTube video actually displays the effect better. Minor thing, but the 180° revolve? Automotive and tech brands figured out the 360° revolve a long time ago. Compared to other digital experiences, certainly the ones at Cannes right now, I learn nothing new here. I see nothing new. But I want something new. Why not make this an augmented experience with codes unlocking net-only shots. Or hover effects with details about each piece? Why do I have to figure this stuff out for brands? WHY.*
*I’m in a good mood actually, after yesterday’s U.S. victory. But if they do that one more time... SO pissed.