Burberry is taking over the giant ad screen at Piccadilly Circus with an interactive 3D campaign that will allow passers-by to create, and buy, personalised versions of its heritage scarves on their mobile phones.
A festive scarves video will play constantly to invite users to connect via Burberry.com/play and interact with the screen. The Burberry campaign launches launch today (14 December) and runs until 31 December.
The tool allows users to explore the full range of Burberry scarves, monogram their favourite with initial of their choice and have it appear on the giant screen. They can control its movement by directing it with the motion of their phone.
Consumers will also have the option to purchase the scarf direct from Burberry.com or receive directions to the nearby flagship Regent Street store.
The technology is similar to the tech used to develop DreamWorks’ 3D films
Christopher Bailey, Burberry’s CEO, says: “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.”
Burberry is not the first brand to use NOVA’s technology, although it is the first to use it in a marketing campaign. Earlier this year Nike said it was partnering with DreamWorks to build a 3D digital design system aimed at transforming the product creation process to enable faster prototyping and instant digital print apps.