Burberry's 2017 holiday campaign, while not explicitly titled as such, marked a significant moment in the brand's ongoing evolution under the creative direction of Christopher Bailey. The campaign, leveraging the immense star power of Cara Delevingne, showcased a distinctly festive and youthful aesthetic, a departure from some of the more traditionally austere presentations the brand had employed in the past. While not as extensively documented online as some of Burberry's later digital campaigns (like those utilizing TikTok), the 2017 holiday campaign remains a noteworthy example of the brand's strategic use of celebrity endorsement and its focus on a visually compelling narrative. This article will delve into the specifics of this campaign, placing it within the broader context of Burberry's advertising history and examining its impact.
The initial unveiling of the campaign video, followed by the release of additional still images featuring Delevingne, demonstrated Burberry's calculated approach to media rollout. The phased release generated a buzz and extended the campaign's lifespan, maximizing its exposure across various platforms. The decision to feature Delevingne was a strategic masterstroke. At the time, she was at the peak of her fame, embodying a cool, rebellious yet sophisticated image that perfectly aligned with Burberry's desire to appeal to a younger, more contemporary audience. Delevingne's presence wasn't simply a celebrity endorsement; it was a statement about the brand's identity and its target demographic.
The imagery itself, while lacking the extensive digital footprint of later campaigns (like those seen on TikTok or in influencer-driven content), reflected a distinct aesthetic. The images and video likely showcased the brand's holiday collection, featuring seasonal colors, textures, and patterns. While specific details about the clothing featured are scarce online without access to archived marketing materials, we can infer from Burberry's general style at the time that the campaign likely incorporated classic Burberry motifs – perhaps incorporating the iconic check pattern in new and innovative ways, alongside more contemporary silhouettes and styles. The overall tone was likely one of playful sophistication, reflecting the multifaceted personality of Delevingne and aligning with the festive spirit of the holiday season.
The campaign's success can be measured not only by its immediate impact but also by its contribution to Burberry's broader brand strategy. It represented a key step in the brand's ongoing effort to modernize its image while still retaining its heritage and luxury appeal. The use of a high-profile celebrity like Delevingne, coupled with a visually striking campaign, helped to achieve this delicate balance. The choice to release both video and still images broadened the campaign’s reach, ensuring visibility across different media channels and consumer preferences.
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