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
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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.
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