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film social media

M&S teases Christmas #magicandsparkle campaign over social

British retailer Marks & Spencer provided a sneak preview of its upcoming Christmas television campaign via its social channels this week, including Facebook, Twitter, Instagram and YouTube.

The 10-second trailer sees a Highland Terrier dashing down the street with model Rosie Huntington-Whitely in hot pursuit. Hinting towards both an Alice and Wonderland and a Wizard of Oz theme, it closes with the dog tumbling down a manhole.

This little dog is no Toto however, but either Magic or Sparkle, depending on what M&S fans decide. The retailer is inviting them to vote on either name as part of an interactive tie-in for the revival of its “Magic & Sparkle” catchphrase.

“With this year’s ad we wanted to recapture the magical essence of Christmas that our customers tell us is synonymous with M&S. Magic & Sparkle is an extraordinary franchise, which has always been a firm favourite with customers,” said Patrick Bousquet-Chavanne, executive director of marketing and business development. He added that it’s all about interaction and a conversation with customers this year. “Digital is the fastest way to be in that conversation and you are going to see us doing more of that.”

The full two-minute ad – set to be released over social on Monday, November 4, and television on Wednesday, November 6 – is said to be inspired by several other much-loved fairy tales too.

It also stars David Gandy and Helena Bonham-Carter, in what is referred to as a filmic spot featuring an enchanting orchestral soundtrack.

Huntington follows after the small dog, landing in a snow-dusted forest seated at a “fantastical feast”, filled with M&S food products and Gandy, who takes on the role of Mad Hatter. Next she moves to a Red Riding Hood scene inside Grandma’s House complete with home goods and decorations from the retailer, before heading out on a magic carpet, with Gandy once again, across the London skyline. This time she wears her Rosie for Autograph lingerie and sleepwear lines.

Last up is the yellow brick road with Huntington-Whitely as Dorothy (complete with red heels), Gandy as the scarecrow and Bonham-Carter as Wizard. The ad closes with Magic or Sparkle safely recovered in the real world.

The spot was shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and directed by Johan Renck.

RosieH-W HelenaB-C DavidGandy

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The Feeling talk Rosé (Unplugged at Abbey Road for Burberry Body)

 

Here’s the behind-the-scenes film of British band The Feeling discussing their recording of Rosé, the soundtrack to the new Burberry Body fragrance campaign starring Rosie Huntington-Whiteley.

A lovely tribute to “the fabric” of Abbey Road, it was posted last week ahead of the single’s release tomorrow, October 10, alongside its exclusive music video, also recorded at Abbey Road.

To give it its full title, Rosé Unplugged at Abbey Road for Burberry Body, is said to be the first official release of a single by a luxury brand. Burberry has partnered with Shazam, Youtube and Facebook to enable its connection with multiple global audiences.

“Music is a hugely important facet of the Burberry world and with the launch of Burberry Body we wanted to create an iconic soundtrack that reflects the sensuality and attitude of the fragrance. We worked with The Feeling, a band that I have long admired on a unique recording of Rosé at Abbey Road. This exclusive string version captures the mood and spirit of the Burberry Body campaign perfectly,” said chief creative officer Christopher Baliey.

Watch the full Burberry Body campaign film here, or listen to a full-length version of The Feeling’s Rosé, here. Below too is the behind-the-scenes of Rosie’s actual shoot with Mario Testino, released back in August:

 

You can also buy the single on iTunes, here.

 

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social media technology

Burberry preps for SS12 digital extravaganza featuring Tweetwalk, Instagram takeover and a 4-D Rosie Huntington-Whiteley

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Burberry has partnered with Twitter for its spring/summer 2012 show due at 4pm today, providing fans with a backstage Twitpic of every look before it hits the runway.

The “Tweetwalk”, as it’s been named, will allow @Burberry Twitter followers to see the collection moments before anyone else and in so doing once again confirms the luxury label’s status as a digital innovator.

Twitter’s new media gallery photo functionality also allows all of the images to be viewed in full – click here to see.

“We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” said Burberry’s chief creative officer Christopher Bailey.

“Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row,” added Tony Wang, general manager of Twitter UK.

The initiative comes as part of a move to offer fans the experience of the show from start to finish, providing them with greater access than ever before – in fact more so than those present – to enable them to feel a real part of the story.

Accordingly, the live-stream continues as per previous seasons with coverage of the red carpet in the build up to the event. It can be seen on various media partner sites as well as on Burberry.com and the brand’s YouTube and Facebook pages. For the first time, the brand’s 8m Facebook fans are also able to stream the show on their own page.

Meanwhile, the brand’s Instagram account is also joining in the action, this time with British photographer Mike Kus, the most followed user in the UK, at the helm.

And for those interested in buying spring/summer 2012 immediately, the brand’s runway to reality concept continues this season too – offering consumers the ability to purchase items from the collection exclusively online and at in-store events worldwide for one week for delivery within just eight weeks.

Meanwhile, those lucky enough to have a ticket to the show, will also be welcomed by “an immersive, multi-faceted experience” surrounding the brand’s new Burberry Body fragrance.

A 4-D hologram of face Rosie Huntington-Whiteley will be showcased in a scented room using innovative virtual imagery first pioneered by the brand for its Beijing store launch earlier this year.

Check out Bailey’s intro to today’s show, below:

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Burberry thanks Facebook fans with expensive sample of new fragrance

I was one of those 250,000 or so people to sign up for a sample of the all-new Burberry Body fragrance, as first introduced by chief creative officer Christopher Bailey via YouTube (as below).

Even after reading this FT story, saying it would be “expensively packaged”, I still wasn’t expecting very much, so I was wonderfully surprised when what arrived was as beautifully done as the above picture demonstrates.

Included was a miniature (4.5ml) version of the new bottle design, and a postcard featuring model Rosie Huntington-Whiteley alongside the words “Thank you for being a Burberry Facebook fan”. It also encourages those on Twitter to share with “#Body” written simply underneath.

Expensive would be the right word, but then doing so took a significant portion of the brand’s anonymous online fans and gave them an identity. One complete with full address. Very clever.

According to the FT, the promotion also boosted the number of Burberry fans on the social networking site by 500,000 in just a week to over 8m.

Burberry now dedicates over 60% of its annual marketing budget to digital media – more than three times the market average.