Burberry shoots 24-hour Snapchat campaign

Burberry has discovered a brand new way to shoot and present an ad campaign. For its spring/summer 2016 collection, the British brand decided to record the production of the whole campaign exclusively for Snapchat.

For this unique and innovative project, the fashion house tapped legendary photographer Mario Testino, who was in charge of publishing content on Burberry’s Snapchat account. Shooting started at noon and the pictures and videos published on the social network had just a lifetime of 24 hours before disappearing.

“Fashion is all about moving forwards,” Mario Testino commented. “I love fashion and it’s great that other people that love fashion are also able to participate in the conversation in multiple different ways. We have to innovate all the time to drive fashion forward and I think this is just part of it.”

First came the live streaming of catwalks during fashion weeks, then previews and behind the scenes of lookbooks and campaigns on Instagram; now Burberry has pulled this internet-centric marketing approach to another level. The brand’s chief creative and chief executive officer, Christopher Bailey, has decided to turn to social media and be consistent there because he knows that’s where the most of the audience is. He pressed on the seek for urgency which is the only feeling that can help catching a person’s attention in a time when everything’s usually on demand.

“We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible, just as we did with our runway show last month,” Christopher Bailey said. “Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens.”

The print campaign will be officially out in January 2016.

 Francesca Milano