Burberry's talented new models Gabriella Wilde and Roo Panes spark Facebook and Twitter storm with new multi-media campaign
15:53 GMT, 4 July 2012
It is the social networking world's favourite fashion brand. With 13 million 'likes' on Facebook and well over a million followers on Twitter, Burberry has made the transition from heritage brand to multimedia hero with ease.
And today, as Burberry releases its latest autumn/winter campaign via a dozen different social networking sites, complete with video, and a song composed by the hot young musician starring as model, the British brand scores another massive social media win.
For while other brands drag their feet where modern media is concerned, Burberry have jumped in with both.
This latest campaign has been launched in what is called in the social media world a cross platform experience, with imagery, video and music sent direct to Burberry's fans on platforms including Burberry.com, Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban,
Kaixin001 and Youku.
Young stars: Musician Roo Panes and actress Gabriella Wilde are Burberry's latest faces
In social media terms, Burberry is the most popular kid in the class.
Campaign star Roo Panes, who follows
in the footsteps of musician and model George Craig and actor Eddie
Redmayne as a Burberry face, wrote the accompanying song 'Indigo Blue' exclusively for Burberry – and it has been
released on iTunes as the official soundtrack.
Of course, it helps that the models Burberry choose to front their campaigns
are never just pretty faces. While Panes has his musical talent too, his
co-star in the Burberry campaign, Gabriella Wilde, is one of Britain's
most sought-after new actresses.
Born Gabriella Zanna Vanessa
Anstruther-Gough-Calthorpe, she is the daughter of businessman John
Austen Anstruther-Gough-Calthorpe and Vanessa Mary Theresa Hubbard – a
former model who was photographed by David Bailey during her career.
Wilde – whose moniker, as it sounds,
was inspired by the legendary Oscar of the same name – starred in her
first film St Trinian's 2: The Legend of Fritton's Gold in 2009 at the
age of 20, and is set to play one of Hollywood's most coveted roles
alongside Chloe Moretz and Julianne Moore in the 2013 remake of classic
horror film Carrie.
Burberry say that this 'innovative
digital experience', which allows visitors to explore and purchase from
the campaign through short films, imagery and
music, will bring the campaign and collections to life every month.
The 'live' campaigns are a
continuation of the brand’s Runway to Reality concept, which has seen
consumers able to buy the Autumn/Winter 2012
collection directly through the campaign gallery on Burberry.com for the first time.
Not just pretty faces: Roo Panes is a talented musician, while Gabriella Wilde is a sought-after actress who will be playing Carrie in the 2013 horror remake
Social networking star: Burberry have found huge popularity online through Facebook campaigns and their Twitter feed
Atmospheric: 'Using London as the backdrop, we shot the series of cinematic, emotive black and white images and short films,' said Creative Chief Christopher Bailey