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Burberry Goes Digital

Mario Testino shoots the new interactive Autumn/Winter '10 campaign by the British label

In preparation for their Autumn/Winter 2010 collections, Burberry has developed a new interactive advertising campaign giving users complete control over the perspectives of the campaign, cast and products. Using innovative technology, users are able to select and control the views of the motion-responsive images and video as shot by legendary photographer Mario Testino. The 14 images and six interactive videos showcasing the Burberry campaign can be clicked, rotated, paused and dragged 180 degrees, presenting the collections for Burberry Prorsum, Burberry London, Burberry Brit and Burberry Accessories collections.

With model Rosie Huntington Whiteley fronting the campaign, the rest of the all-British cast is made up of young actors and musicians such as Rory Cottam, Douglas Booth and Gwilyn Gold. “This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that. The Burberry campaigns have always been characterized by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions. Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.” Christopher Bailey, Burberry Chief Creative Officer

The campaign launches globally July 2010