LOVE THE SPOKEN WORD

Christmas, But Spoken Word

BURBERRY

How do you explore love at Christmas without treading on tropey ground? We made spoken-word poetry performances.

Burberry Love the Spoken Word Kojey Radical 8 Photography Chomoi Picho-Owiny Creative Director-9x16-720x1280-3-Copy-
Burberry Love the Spoken Word Chomoi Picho-Owiny Creative Director--campaign-identity-large-1920x1080

“Someone once told me that self-reflection is a gift you give yourself to show that you still love yourself. I never really understood it until recently.” – Kojey Radical

We asked our talent to write three poems exploring love: Kojey Radical, Yara Rodrigues-Fowler, and Yrsa Daley-Ward.

Burberry Love the Spoken Word Kojey Radical 2 Photography Chomoi Picho-Owiny Creative Director-9x16-720x1280-
Burberry Love the Spoken Word Yara Rodrigues Fowler Photography Chomoi Picho-Owiny Creative Director 9x16 720x1280
Burberry Love the Spoken Word Yrsa Daley-Ward 2 Photography Chomoi Picho-Owiny Creative Director 9x16-720x1280

“That feeling when you slice through the thick memory of London, toward and away from home at the same time” – Yara Rodrigues–Fowler

Kojey performed his poem “Self Reflection and Love”.

Actor Julianna Kurokawa performed Yara’s, “The Piccadilly Line Will Take You Home”.

“I thought of the festive season, how it brings to mind, along with the joy of reconnection with loved ones and festivities, a warm sense of overarching pensiveness about the state of things. The state of our hearts.” – Yrsa Daley-Ward

Burberry Love the Spoken Word Kojey Radical 5 Photography Chomoi Picho-Owiny Creative Director-large-1920x1080-
Burberry Love the Spoken Word Juliana Kurokawa and Yara Rodrigues Fowler Photography Chomoi Picho-Owiny Creative Director-9x16-720x1280
Burberry Love the Spoken Word Kojey Radical 8 Photography Chomoi Picho-Owiny Creative Director-large-1920x1080-Copy-2-
Burberry Love the Spoken Word Yrsa Daley-Ward Photography Chomoi Picho-Owiny Creative Director 9x16-720x1280
Burberry Love the Spoken Word Juliana Kurokawa Photography Chomoi Picho-Owiny Creative Director-large-1920x1080
Burberry Love the Spoken Word Kojey Radical 4 Photography Chomoi Picho-Owiny Creative Director-large-1920x1080-Copy-8-
Burberry Love the Spoken Word Yrsa Daley-Ward 3 Photography Chomoi Picho-Owiny Creative Director -9x16-720x1280-3-Copy-2-

We recorded both films in a single take, which these amazing performers did in one day.

We made Yrsa Daley–Ward’ poem into a kinetic typography animation.

The poems were housed on The New York Times website.

Reaction

“Powerful... I can't get enough. This is exactly where the intersection of fashion and advertising should collide.”

“I got the same chills listening to this that you get from getting a text message from someone you love. Thank you.”

“Love this!”

“Love this!”

“This video is incredible!!!!”

“beautiful x”

“Fabulous”

“Love this”

“Goosebump”

“Wow Love it!!! xxx”

“Oh my gosh”

“So cool xx”

“Adore”

“Amazing”

“Love”

“Love”

Outcome

  • 12.9 M total impressions
  • 23,294 total engagements
  • 2.36% average CTR on social
  • 99% positive sentiment on social
  • 76% increase in intent to purchase
  • 60% in brand recall
  • 29% increase in brand desireability

Studio: The New York Times / Creative Direction: Chomoi Picho-Owiny / Art Direction and Design: Fernando Lobina / Words: Jainnie Cho / Strategy: Emma Harrison / Director: Steve Bliss / Photography: Elliot Wilcox

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Work

Thoughts

Testimonials

Dream to work with

There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.

Lucy Witts

Senior Producer, Venture Video

A great inspiration

I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.

Mandy Chan

Senior Interaction Designer, Google

A valuable mentor for me

Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.

Fernando Lobina

Senior Designer, AKQA

A true inspiration

Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.

Amber Howe

Design Lead, IBM Expert Labs

I’d jump at the chance to work with him again

Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.

Eleanor Nugent

Creative Director, Warner Bros.

Genuine creative talent

Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!

Maggie Lonergan

CEO, Publicis Emil

A rare breed

Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.

Hitesh Supeda

Senior Experience Designer, Habitat

An inspiring professional

He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.

Sara Simoncini

Art Director, Sapient

Visionary and out of the box

His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.

Pawan Udernani

Senior Director, Publicis Sapient

His greatest forte is to contantly question key fundamentals of what’s being delivered

Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.

Daisoo Lee

Creative Director, Sky

Innovative ideas

Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.

Shailesh Sreedharan

Senior Manager, Publicis Sapient

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