News

Burberry campaign wraps up digital signage and mobile interactivity

Burberry has partnered with DreamWorks Animation to create what it says is 'the first interactive luxury marketing campaign using new 3D technology' on digital out-of-home.

December 16, 2015

Burberry announced it has partnered with DreamWorks Animation and NOVA to create what it says is "the first interactive luxury marketing campaign using new 3D technology."

Burberry said it has become the first luxury brand to partner with DreamWorks Animation's newly formed technology company NOVA, to launch an interactive marketing campaign featuring new 3D technology, the announcement said.

Using the NOVA media visualization platform, Burberry said, it has designed a new digital out-of-home experience featuring computer-generated versions of its iconic heritage scarf that users will be able to personalize and play with on the world famous "Curve" screen in London's Piccadilly Circus.

The campaign will allow up to five users to explore the full range of Burberry scarves on their mobile device, monogram their favorite and see it appear on the giant screen where it will fly around directed by the motion of their device.

They will then have the option to purchase their scarf on Burberry.com or receive directions to the nearby Regent Street flagship store.

"DreamWorks Animation is peerless in the work that it has done on the big screen in so many stunning films," Burberry Chief Creative and Chief Executive Officer Christopher Bailey said in the announcement. "They have constantly pushed the boundaries of what is possible in digital animation, and with their latest NOVA platform we have been able to partner with them to create something really beautiful and engaging for our customers … We are looking forward to seeing how audiences react."

"The NOVA visualization platform is ideally suited for this type of consumer engagement," said Lincoln Wallen, CTO of DreamWorks Animation and NOVA's CEO. "We've paired our state-of-the-art renderer, the same type of technology we use to power our 3D films with our highly-scalable digital asset management solution — all delivered through a cloud-based platform. Put simply, the result for Burberry is not only a tremendous amount of flexibility, but also a product that looks just as beautiful on screen as it does in stores."

The campaign launched on Dec. 14 and will run 24 hours a day until Dec. 31, according to Burberry.