London – Burberry’s interactive Christmas billboard in Piccadilly Circus enables passers-by to design and view a personalised heritage scarf using their smartphone.
- Users can modify the scarf’s colour and design, and add their initials
- The customised products can be bought online or at the nearby Regent Street flagship
Viewers are invited to ‘Connect to play’ as a stream of animated scarves float across a snowy backdrop. The visuals were created using 3D technology developed by Nova, DreamWorks Animation’s technology company.
Users access the Play section of the Burberry site in their web browser to interact with the billboard, removing the need to download and configure a specific app.
The ad is a further venture into interactive experiences for the brand following its Burberry Booth campaign at the Regent Street flagship, which transported viewers into an interactive video.