BURBERRY |  THE BRIGHTS ENCOUNTER

Digital Product Launch 
Concept Team | Creative Direction

The Brights Encounter was a digital experience that helped Burberry launch their new range of sunglasses. Above is a high quality edit of how the hero content looked. 

This film shows user interaction with the overall YouTube experience - the film was customised in real-time as the user chose different frame colours to view.

The magic of Burberry meets the might of tech in an irresistible digital experience.

CHALLENGE: 
How can Burberry digitally launch its playful 'Brights' sunglasses range in a way that surprises and delight its customers?

RESPONSE: 
Given Burberry's healthy YouTube presence (250k subs, 17 million+ total views), I thought it would be cool to shake things up for what was clearly a highly engaged audience. In line with Burberry's brand tone, it had to be premium, sophisticated and stylish, whilst being slightly aloof. 

Users arrived at Burberry's YouTube channel thinking they were watching a regular video, but were caught off-guard when the entire page gracefully dissolved away and left them with an intriguing, interactive experience. Engaging with the simple interface (nothing more than a palette of colours) - triggered weird and wonderful mini-events that encouraged further play.

RESULT:
The piece received over 100,000 interactions and was so well received the brand kept it live four times longer than planned.