The First Interactive Luxury Marketing Campaign

Burberry has become the first luxury brand to partner with DreamWorks Animation’s newly formed technology company NOVA, to launch an interactive marketing campaign featuring brand new 3D technology. Using the NOVA media visualisation platform, Burberry has designed a brand new digital out of home experience, featuring computer-generated versions of its iconic heritage scarf that users will be able to personalise and play with on the world famous ‘Curve’ screen in Piccadilly Circus, London.

The campaign will allow up to five users to explore the full range of Burberry scarves on their mobile device, monogram their favourite and see it appear on the giant screen where it will fly around directed by the motion of their device. They will then have the option to purchase their scarf on Burberry.com or receive directions to the nearby Regent Street flagship store.

Christopher Bailey, Chief Creative and Chief Executive Officer of Burberry said: “DreamWorks Animation is peerless in the work that it has done on the big screen in so many stunning films. They have constantly pushed the boundaries of what is possible in digital animation and with their latest NOVA platform we have been able to partner with them to create something really beautiful and engaging for our customers.  We are thrilled to be working with such an incredible company led by Jeffrey Katzenberg – a truly innovative and creative thinker. We are looking forward to seeing how audiences react.”

Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation said: “Burberry is a world leader in luxury, and, leveraging NOVA’s technology, we’re thrilled to help them demonstrate a new and innovative product experience that enables consumers to both personalize and visualize the iconic Burberry scarf.”

“The NOVA visualisation platform is ideally suited for this type of consumer engagement,” said Lincoln Wallen, Chief Technology Officer of DreamWorks Animation and NOVA’s CEO.  “We’ve paired our state-of-the-art renderer, the same type of technology we use to power our 3D films with our highly-scalable digital asset management solution — all delivered through a cloud-based platform.  Put simply, the result for Burberry is not only a tremendous amount of flexibility, but also a product that looks just as beautiful on screen as it does in stores.”