Earlier this week Burberry launched My Burberry Black – the new parfum for women, inspired by the black Heritage Trench Coat – with the brand’s first Snapchat Lens and a campaign starring British actress Lily James and saw her take over Piccadilly circus with ownership of Storm’s One Piccadilly and Coventry House screens
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The campaign was shot by photographer Mario Testino under the creative direction of Chief Creative and Chief Executive Officer Christopher Bailey, and features Lily James in her first global advertising campaign.
‘I Put a Spell on You’ performed by British singer-songwriter Duffy [2], is the soundtrack to the campaign.
As a first for the brand, customers could watch the campaign unfold as Lily James takes over Burberry’s Snapchat channel – the takeover culminated with the reveal of the TV campaign across multiple platforms globally including Clear Channel’s One Piccadilly and Coventry House screens in Piccadilly, London.
A number of innovations around this, included:
- Snapchat – marking Burberry’s first branded Lens on Snapchat, a My Burberry Black Lens created to immerse users into the aesthetic of the campaign will run for 24 hours from 23 August. The Lens opens with an interactive scene of the Snapchatter under a Burberry umbrella, sheltered from a rainstorm. The Snapchatter is then prompted to ‘blow a kiss’, triggering a filter which adds a beautifying golden light to the images. The Lens is available in the US, UK, France, Italy and Germany.
- In-store digital experience – in selected retailers, a multisensory experience triggered by interacting with a My Burberry bottle allows customers to discover the My Burberry scents and immerses them in the universe of My Burberry Eau de Parfum, My Burberry Eau de Toilette and My Burberry Black. Customers will also be able to create their own virtual monogrammed bottle.
The Fragrance was created by Chief Creative and Chief Executive Officer Christopher Bailey, working in collaboration with perfumer Francis Kurkdjian, My Burberry Black bottles the sensual elements of a black Burberry trench coat against bare skin.
The fragrance fuses the scent of sun-drenched jasmine flower and peach nectar with a touch of rose. The signature rose note at the heart of My Burberry is given a sweet and inviting candied twist, while rich amber patchouli rounds off the scent for a deep and captivating finish.
My Burberry Black is housed in a rich, amber-coloured glass bottle, whose overall design reflects the details of the black Burberry Heritage Trench Coat. A dark horn-finish cap echoes its distinctive buttons and the hand-tied black English-woven gabardine knot – made in Castleford, Yorkshire – honours the weatherproof fabric invented by Thomas Burberry over 100 years ago.
Customers are able to physically personalise their My Burberry Black bottle with up to three initials through a monogramming service available online [3] and in selected Burberry and wholesale stores.