Creative & Strategy: Kelsey Klungel & Summer Metcalf
01 - THE CHALLENGE
Burberry is famous but has not always been culturally relevant.
Burberry is one of the world’s most recognized brands, yet has struggled with relevance, consistency and desirability in the past years.
Our objective was to reposition Burberry as Britain’s defining luxury house by reconnecting the brand with modern British culture while celebrating its heritage.
02 - THE REALIZATION
The challenge isn’t awareness. Everyone knows Burberry.
The challenge is relevance.
Sales Pressure
Competitor Luxury Brands
Past Overexposure
Sustainability Criticism
03 - CONSUMER INSIGHT
Consumers are drawn to brands with strong cultural identity and sense of place.
Use London’s boroughs, people, and experiences to bring British heritage to life.
04 - COMPETITIVE LANDSCAPE
Where Burberry Stands in the U.K. Luxury Market.
Burberry has a strong foundation of heritage, craftsmanship and British roots - key strengths that set it apart in a competitive luxury landscape.
Our opportunity is the lean into these authentic differentiators to deepen cultural relevance and desirability with today’s consumers.
05 - AUDIENCE & PERSONA
The People We’re Speaking To.
Our strategy targets two key audiences who influence the future of British luxury - one rooted in heritage, the other shaping what’s next.
Different mindsets.
Same appreciation.
06 - CAMPAIGN INTRODUCTION
(Long-Term 12-Month Strategy)
07 - CAMPAIGN OVERVIEW
A Long-term Vision.
Rooted in London.
Our campaign unfolds across four distinct London boroughs, each representing a unique expression of British culture and luxury. Through a 12-month campaign, Burberry becomes part of the city’s story - season by season, neighborhood by neighborhood.
This is more than a campaign. It’s a long-term investment in cultural relevance.
08 - CREATIVE EXECUTION
Magazine Release
Our long-term strategy is built around seasonal storytelling. Every season, Burberry releases a new chapter of Burberry Through Boroughs focused on a different London neighborhood. Each borough highlights a different audience, styling approach, and expression of British culture, while the trench coat remains the consistent symbol throughout the campaign. This allows Burberry to stay culturally relevant year-round while strengthening its position as the leading British luxury brand.
The Long-term Strategy.
Seasonal Storytelling Through British Culture
09 - CAMPAIGN INTRODUCTION
(Short-Term 6-Month Strategy)
10 - SUMMER ROLLOUT
A Summer of London Rooftops.
Cabana Suites. Open-Air. Poolside Culture.
11 - MEDIA STRATEGY
