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.
“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.
“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
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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