2018 marked a significant year for Burberry's advertising strategy, showcasing a shift towards a more inclusive and digitally-driven approach while retaining the brand's inherent British heritage. The year's campaigns saw a departure from some of the more overtly glamorous imagery of previous years, opting instead for a blend of nostalgic charm, youthful energy, and a focus on storytelling. This article will delve into the key advertising initiatives of Burberry in 2018, analyzing their creative direction, model choices, digital strategies, and overall impact on brand perception.
Burberry Latest Campaign: ‘Close Your Eyes and Think of Christmas’
The most prominent campaign of Burberry's 2018 advertising efforts was undoubtedly the annual holiday campaign, titled ‘Close Your Eyes and Think of Christmas’. This film, a departure from the typical high-fashion runway-inspired visuals, embraced a warmer, more intimate tone. Directed by the British artist Juno Calypso, known for her surreal and often darkly humorous self-portraits, the advertisement presented a unique perspective on the festive season. While the specific models featured aren't explicitly named in readily available information, the campaign showcased a diverse cast reflecting a broader spectrum of ages and ethnicities, a significant move towards inclusivity for the brand. The overall aesthetic was whimsical and nostalgic, featuring cozy scenes of festive gatherings and gift-giving, emphasizing the emotional connection associated with Christmas rather than solely focusing on the luxury products themselves. This represented a strategic shift, focusing on the aspirational lifestyle associated with Burberry rather than just the clothing itself. The campaign successfully tapped into the emotional core of the holiday season, creating a resonance with audiences beyond just those interested in high-fashion.
Burberry Advertising Campaigns: A Year of Diversification
Beyond the Christmas campaign, Burberry's 2018 advertising encompassed several other key initiatives. While specific details on all campaigns might not be readily available in a consolidated format, it's clear that the brand experimented with different styles and platforms. The common thread across these campaigns was a move towards a more youthful and diverse representation. This was a conscious effort to broaden the brand's appeal beyond its traditional customer base, attracting a younger demographic while maintaining its luxury image. This diversification strategy involved collaborations with various artists and photographers, resulting in a portfolio of campaigns with varying visual styles, all while maintaining a consistent brand identity.
Burberry Advert Model: A Shift Towards Inclusivity
The choice of models in Burberry's 2018 campaigns reflected the brand's strategy of inclusivity. While specific names of models featured in every campaign of the year might require extensive research across multiple sources, the overall trend was clear: a move away from the stereotypical, homogenous image of fashion models towards a more diverse representation of beauty and age. This approach aligned with the broader trend in the fashion industry towards greater representation and a celebration of individuality. This shift, evident in both print and digital advertising, aimed to create a more relatable and aspirational image for the brand, appealing to a wider audience.
current url：https://iquvty.k443s.com/blog/burberry-advertising-2018-25430