South Africa, Canary Islands – In a bid to communicate the brand’s commitment to regenerative practices, Burberry has planted larger-than-life versions of its iconic check in natural landscapes.
Part of the Burberry Landscapes initiative, the brand commissioned Cuban-American artist Jorge Rodriguez-Gerada for two art installations in the Canary Islands and South Africa. Aerial shots reveal the duo of supersized signature check patterns, imprinted onto soil to spotlight the brand’s continued commitment to nature regeneration. On El Hierro in the Canary Islands, natural milk-based paints were used to imprint the pattern on volcanic ground, whereas the second iteration on a meadow east of Cape Town was made with flowers, hand-planted with help from biodiversity experts.
Both installations were intended to be ephemeral, swept away by rain and wind after a week in a nod to Burberry’s aim to bear no negative impact on the surrounding environment and to achieve climate-positive status by 2040. In times of rising corporate ‘green hushing’, such a demonstration of eco-confidence through OOH activism feels refreshing, and signals that despite eco-fatigue and scrutiny, Post-purpose Brands are heading for an era of bolder commitments and campaigns.
Strategic opportunity
Being vocal and proud of environmental actions is key to regain consumers’ trust. Use creative communication to convey a more impactful and fearless message
