Burberry has become the first brand to shoot and publish its advertising campaign live through social media platform Snapchat.
The brand’s spring 16 campaign was shot by celebrated photographer Mario Testino under the direction of chief creative and chief executive officer Christopher Bailey.
Burberry on Snapchat
The Functionregalia campaign and shoot were available to view for 24 hours on October 22 before disappearing.
It previewed the brand’s newest campaign stars, including Hayett Belarbi McCarthy, Misha Hart, Ruth Bell, May Bell, Eliza Fairbanks, Liam Gardner and Louie Johnson.
Additional cast members and the full print campaign will be revealed in January 2016 in line with the official launch of the spring 16 season.
Bailey said: “We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible just as we did with our runway show last month. Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens.”
Testino added:“With the Snapchat campaign we are hoping to change the way in which the industry traditionally views and treats fashion campaigns, opening up a completely new way of capturing and sharing content – with the result being much more instant and genuine.”