Burberry hosted a live gig with British band White Lies in Shoreditch, London, last night. The event kicked off a series of three live music events, held at unexpected venues in London, New York (17 October) and Singapore (18 October) across three nights this month.
The events are the physical culmination of a digitally led global campaign for Burberry’s new men’s fragrance Brit Rhythm, launched in September.
The event in London tonight was attended by over 600 guests including George Barnett, British musician and face of Brit Rhythm; Suki Waterhouse, British actress, model and face of Brit Rhythm; British musicians Rory Cottam, Gwilym Gold, and Broken Hands; Italian musician Alex Uhlmann; and British models Pixie Geldof, Charlotte Wiggins, Sam Rollinson and Mathilda Lowther.
The Brit Rhythm campaign is digitally driven, taking the energy and adrenaline of live music to audiences globally. Inspiring consumers globally to share content from their own live music experiences, this continues Burberry’s vision of bringing emotion and excitement to technology.
Powering dynamic event communication with Instagram photographers
Leading Instagram photographers selected by Chief Creative Officer Christopher Bailey collaborated with Burberry to capture #ThisisBrit imagery from live gigs around the world, including tonight’s Brit Rhythm event and the subsequent gigs in New York and Singapore.
Continuing Burberry’s experimentation in the digital space, photos taken at the gigs will be fed onto over 300 digital out-of-home sites, bringing the energy and adrenaline of live music to consumers around London, New York and Singapore within hours of the gigs starting. The screens will continue to display new imagery, taken by these Instagram photographers from gigs around the world, daily until the end of October.
This evolves Burberry’s vision of bringing emotion and excitement to technology, encouraging consumers worldwide to share their own live music experiences under #ThisIsBrit.
The activity follows previous innovative out-of-home communication, including a digital takeover when imagery from the Burberry Prorsum womenswear spring/summer 2014 show was fed onto screens along London’s Cromwell Road, New York Time Square and Hong Kong Worldwide House.