BURBERRY LOVE THE SPOKEN WORD
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
We created a campaign ID together with a whimsical typographic treatment to emphasise the poetic.
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.
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”
“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
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