As the world knows, we Brits are obsessed with the weather. And with the world watching the London 2012 Olympics, it gets to share in our neurosis. Tapping into this is fashion brand Burberry, which has created a summer ad campaign based on monitoring the vagaries of the British skies in billboards around the world, as well as on the Weather Channel....
The campaign includes digital billboards situated in major cities across the world, including London, Paris, New York and Hong Kong, which are fed live London-based weather content. Screens will be updated with imagery of the city and live temperature checks over the course of the day.
In addition, Burberry has partnered with the Weather Channel during the Olympics, providing all advertising on the Channel's global iPhone/iPad apps, where it will also show imagery of London weather conditions. These will be shown alongside the temperatures for the places searched for, with different images displayed upon the user locations. In Europe, users will also see banners that react to the changing weather conditions, and promote certain products depending on the weather - sunglasses in the sunshine, brollies in the rain etc.
Finally, weather-based imagery is currently appearing across Burberry's various social media platforms, including Facebook, Instagram, Twitter, Google+ and Pinterest. The weather theme is an ongoing one for the brand, whose collection includes an iconic trenchcoat, with previous catwalk shows featuring changing weather as a central element.
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
The August Olympic Special issue of Creative Review contains a series of features that explore the past and present of the Games to mark the opening of London 2012: Adrian Shaughnessy reappraises Wolff Olins' 2012 logo, Patrick Burgoyne talks to LOCOG's Greg Nugent about how Wolff Olins' original brand identity has been transformed into one consistent look for 2012, Eliza Williams investigates the role of sponsorship by global brands of the Games, Mark Sinclair asks Ian McLaren what it was like working with Otl Aicher as a member of his 1972 Munich Olympics design studio, Swiss designer Markus Osterwalder shows off some of his prize Olympic items from his vast archive, and much more. Plus, Rick Poynor's assessment of this year's Recontres d'Arles photography festival, and Michael Evamy on the genius of Yusaku Kamekura's emblem for the 1964 Tokyo Olympics.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
Looks cool, The brits are some of the most weather obsessed people I've ever met, but who can blame them when it's always so moody there?
Totally right Sofia, we are obsessed. Great campaign by Burberry!
|What would a UK flag look like without Scotland? (23)|
|Warp releases Syro artwork by The Designers Republic (16)|
|Film4's new look (2)|
|How Zembla might have looked (2)|
|Your Uncertain Archive by Olafur Eliasson (1)|
|How a Brazilian street artist and a Leeds design studio created Coke's World Cup identity|
|Fresh Faced + Wild Eyed 2014|
|Designing for The Grand Budapest Hotel|
|The House of Vans opens in London's Old Vic Tunnels|