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Burberry campaign offers first glimpse of fashion presence at Cannes Lions

Burberry Kisses - World of Kisses

As you’ll have likely already seen, Burberry launched its new Kisses campaign in partnership with Google late last week, offering consumers the ability to capture their real kisses and share them with loved ones around the world via digital. That initiative was part of the British heritage brand’s Art, Copy & Code tie up with Google that is due to be showcased at the Cannes Lions International Festival of Creativity, otherwise known as advertising’s biggest global awards – in the South of France this week.

As previously posted, but worth reiterating here, Burberry CCO Christopher Bailey is due to take to the stage on Friday (the festival runs from June 16 – 22) to talk about “digital’s creative revolution” with Google’s head of marketing, Lorraine Twohill.

The write-up for the session adds: “How do you engage your audience when ad views are voluntary? What happens when the physical and digital worlds intersect? How can data enable creativity? What if ads didn’t have to look or feel like ads? The only way to find the answers is through risk taking and experimentation.” There’s no denying Burberry Kisses ticks off all of that criteria.

Two years ago I wrote this article about the significant lack of fashion presence throughout Cannes. It focused on the fact that fashion communications remained largely about print ads selling product over campaigns selling ideas, a viewpoint I still hold at large, but certainly one that is beginning to shift – as proven by Burberry. In doing so, it’s sparking more relevance than ever for these brands to start making an appearance at Cannes, both on the delegates list and in those nominated for awards.

Elsewhere at Cannes therefore are other fashion types in attendance too – Vivienne Westwood speaking with SapientNitro to “de-construct the narrative behind some of the most innovative stories of all-time”, and photographer Annie Leibovitz as part of a panel discussing the “genesis, evolution and continued success of the global ‘Disney Dream Portraits Series’.”

I’m down here already and will be covering throughout, as well as live tweeting via my personal account, so do follow along.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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