Burberry x Minecraft

Role: Product Strategy, Creative Direction, Art Direction, XFN Leadership

OBJECTIVE:

Burberry wanted to drive awareness of their Minecraft partnership and generate buzz around the virtual world that had been created.

PEOPLE-FIRST INSIGHTS:

Burberry and Minecraft are both firmly rooted in adventure and exploration, nature and the great outdoors and the power that creativity has to open you up to new worlds and experiences.This chimes with a younger audience who plan to build a more recognisable world. In the metaverse Gen Z can build worlds anew, and they expect to express their individuality and dedication to equity in digital spaces. For example, 67% of Gen Z users feel avatars should better reflect diverse body types, clothing, and skin tones in the coming year.

CREATIVE CONCEPT:

Freedom to Go Beyond. Meta platforms provided a gateway to the Metaverse through AR Ads on Instagram. The capsule collection at the centre of the campaign brought together unmistakable brand icons from the Minecraft creature Creeper to the beloved Burberry trench coat.

We were able to give a taste of the fully immersive Minecraft world using gamification in world and selfie mode The creative direction from the campaign celebrates the iconic blocky style of Minecraft with a luxury twist only BBY could realise.

Alongside bespoke Feed, Stories and Reels assets, this was the first ever Burberry campaign to use Instagram AR ads.