A diverse exploration of what it means to love

Burberry wanted to elevate brand perception by exploring “togetherness” at Christmas. "Love: The Spoken Word" are two short films of spoken-word poetry performances exploring love, accompanied by a short typographic animation inspired by concrete poetry.

Client: Burberry
Studio: The New York Times
Role: Global Creative Director

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We created a campaign ID together with a whimsical typographic treatment to emphasise the poetic.

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Working with influential talent we commissioned original poetry from @kojeyradical, @yararodriguesfowler and @yrsadaleyward

We filmed two short films, shot in one take, as spoken word performances.

“Self Reflection & Love” written and performed by Kojey Radical

“The Piccadilly Line Will Take You Home” written by Yara Rodrigues-Fowler and performed by actor Julianna Kurokawa

Directed by Steve Bliss

We created a suite of social assets to drive traffic to our editorial experience on The New York Times.

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Photography by Elliot Wilcox

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Art Direction and Design by Fernando Lobina

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

“Three emerging creatives to contemplate the meaning of love and togetherness via spoken-word poetry and performance to celebrate togetherness and community”

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

Zara Korutz

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

@sultry.songstress

"Love"

@katieterpsma

"Love"

@drshabnamazai

“Love this!”

@billydafish03

“Love this!”

@darkndifferent

“I. Love. This. Wow”

@uyendis

“This video is incredible!!!!”

@vironikatugaleva

“beautiful x”

@vironikatugaleva

“Fabulous”

@debratammer

“Love this”

@johntoher

“Oh my gosh”

@aab3rd

“So cool xx”

@jenniferkpreston

“Wow Love it!!! xxx”

@lissamarilena

“Adore”

@jenniferkpreston

“Amazing”

@gulzaario

“Goosebump”

@lisalot

© Untitled Media Group Ltd 2024