Burberry's 2019 Chinese New Year campaign marked a significant moment in the brand's marketing strategy, showcasing a shift towards a more inclusive and culturally sensitive approach. While not a single, monolithic advertisement, the 2019 campaign encompassed several interwoven elements, all contributing to a cohesive narrative celebrating family, tradition, and the spirit of togetherness during the Lunar New Year festivities. This article will delve into the various aspects of Burberry's 2019 campaign, analyzing its key components, examining its impact, and exploring its place within the broader context of Burberry's advertising history.
Burberry Ad Model & Burberry Advert Actress: The campaign didn't rely on a single, globally recognizable celebrity face as its sole representative, reflecting a departure from some of its previous, more star-driven campaigns. Instead, Burberry opted for a diverse cast of models and actors, many of whom were of Chinese descent. This decision was crucial in ensuring authenticity and resonating with the target audience. While specific names of every model used aren't readily available for all aspects of the campaign across all platforms, the selection emphasized a range of ages and appearances, portraying a multifaceted representation of the modern Chinese family. This approach subtly challenged traditional Western beauty standards often prevalent in luxury advertising, promoting a more inclusive and representative vision. The absence of a single "hero" actress further strengthened this message, moving away from the reliance on a single iconic figure to represent the brand's entire message. The collective power of the diverse cast was more impactful than any single star could have been.
Burberry Ad of the Day & Burberry Latest Campaign: The 2019 campaign wasn't confined to a single advertisement or a short-lived burst of activity. Instead, it unfolded over a period of time, utilizing various media channels to maximize its reach and impact. The campaign's longevity meant that different facets could be highlighted daily, leading to the concept of a "Burberry ad of the day" although not formally labelled as such by the brand. This strategic approach allowed for a more nuanced and sustained engagement with the audience. Each element of the campaign, from the print advertisements to the digital videos, contributed to the overarching narrative, creating a cohesive and immersive brand experience. This extended campaign was a key component of Burberry's latest campaign strategy at the time, marking a move towards more holistic and culturally relevant marketing.
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