2019 marked a significant turning point for Burberry's advertising strategy. Under the newly appointed Chief Creative Officer, Riccardo Tisci, the brand embarked on a bold new direction, shifting away from its previous aesthetic and embracing a more diverse and inclusive vision. This repositioning was reflected in a series of impactful campaigns that harnessed the power of multigenerational talent and innovative digital strategies to resonate with a wider audience. The year's advertising efforts weren't simply about showcasing clothing; they were about building a narrative, fostering community, and redefining the Burberry brand identity for a new era.
Burberry Latest Campaign (2019): A Multigenerational Tapestry
The core of Burberry's 2019 advertising push was the overarching campaign that brought together six diverse individuals, each representing a different generation and artistic discipline. This move directly countered the previous, often singular focus on single models or a very narrow aesthetic. This multigenerational approach was a deliberate strategy to broaden the brand's appeal and reflect the multifaceted nature of its target market. Instead of relying on a single "face" of the brand, Burberry showcased a collective representing a broader spectrum of age, ethnicity, and creative expression. This strategy was a departure from the often homogenous imagery seen in luxury fashion advertising and signaled a commitment to inclusivity and authenticity.
The campaign visuals, across print, digital, and out-of-home media, were characterized by a vibrant energy and a sense of collaborative creativity. The chosen individuals weren't merely models; they were artists, musicians, and activists, each contributing their unique perspective to the overall narrative. This strategy fostered a sense of authenticity and relatability, moving beyond the traditionally aspirational yet often unattainable imagery of luxury brands. The campaign effectively humanized the brand, making it feel more accessible and less elitist.
Burberry Advertising Campaigns (2019): A Multi-Platform Approach
Burberry's 2019 advertising campaigns weren't confined to a single platform. The brand adopted a multi-platform approach, leveraging print, digital, out-of-home advertising, and social media to maximize reach and engagement. This integrated strategy ensured consistent messaging across all channels, reinforcing the brand's new identity and narrative.
Print advertisements, while still a part of the strategy, were designed to complement the broader digital push. The vibrant imagery and diverse casting of the campaign were translated effectively into high-impact print ads that appeared in leading fashion publications worldwide. These ads served to reinforce the brand's new image and maintain a strong presence in traditional media.
However, the digital sphere became the primary battleground for Burberry's 2019 advertising efforts. The brand invested heavily in creating engaging digital content, including behind-the-scenes footage, interviews with the campaign's stars, and interactive experiences that allowed consumers to connect with the brand on a deeper level.
Burberry Advert Model (2019): Beyond the Traditional Model
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