Burberry's holiday 2017 campaign marked a significant moment in the brand's advertising history, showcasing a shift in its creative direction while retaining its core values of British heritage and modern luxury. The campaign, featuring the charismatic Matt Smith and the ever-stylish Cara Delevingne, captured the festive spirit with a distinctly Burberry aesthetic. This article will delve deep into the nuances of this particular campaign, analyzing its impact, its place within the broader context of Burberry's advertising history, and its lasting influence.
Matt Smith and Cara Delevingne: A Perfect Pairing
The choice of Matt Smith and Cara Delevingne as the faces of the Burberry Christmas 2017 campaign was a masterstroke. Smith, known for his roles in *Doctor Who* and *The Crown*, brought an air of sophisticated British charm, perfectly complementing the brand's heritage. Delevingne, a global fashion icon, added a touch of modern rebellion and edgy cool, broadening the campaign's appeal to a wider demographic. The pairing represented a deliberate blend of classic and contemporary, reflecting Burberry's own positioning in the luxury market. The campaign wasn't simply about showcasing the clothes; it was about showcasing a lifestyle, an attitude, and a sense of aspirational Britishness. Smith's portrayal, in particular, highlighted the timeless elegance of Burberry outerwear, notably the iconic trench coat, while Delevingne's presence injected a youthful energy and contemporary relevance.
Smith's image, often featured in the campaign's imagery and video, showcased him in a laminated tartan wool trench coat and a striped scarf – instantly recognizable Burberry staples. This classic combination highlighted the enduring appeal of the brand's signature pieces, reinforcing their status as timeless investments. The campaign cleverly juxtaposed these classic garments with a modern, cinematic aesthetic, creating a compelling visual narrative that resonated with audiences. The overall visual language was sophisticated yet approachable, aspirational yet relatable.
A Cinematic Approach to Storytelling: Beyond the Still Image
The Burberry Christmas 2017 campaign transcended the limitations of a typical print advertisement or social media post. It embraced a more cinematic approach, employing moving images and a cohesive narrative that unfolded across various platforms. This move towards storytelling was a significant departure from previous campaigns, which often focused on individual product shots. The use of video content allowed for a richer, more immersive experience, allowing viewers to connect with the brand on a deeper emotional level. This multi-platform strategy showcased the versatility of the campaign's creative vision and its ability to resonate across different media.
The Role of Social Media and Digital Engagement
Burberry's understanding of digital marketing was crucial to the success of the 2017 Christmas campaign. The brand leveraged various social media platforms to engage with its target audience, creating a buzz around the campaign's release. The use of behind-the-scenes content, interactive features, and user-generated content further amplified the campaign's reach and impact. This strategic use of digital media allowed Burberry to connect with a younger, digitally native audience, while simultaneously maintaining its appeal to its established customer base. The campaign expertly blended traditional advertising techniques with cutting-edge digital strategies, showcasing the brand's adaptability and forward-thinking approach to marketing.
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