Burberry celebrated the launch of its first global festive campaign last night in London, with a screening of the 'From London with Love' campaign starring Romeo Beckham.
Christopher Bailey with David, Victoria and Romeo Beckham
And if the youngster didn't feel special enough, it was a specially created role at the heart of the story, in the short film which takes audiences on a magical gifting journey through the Burberry worlds of Britishness, heritage, music and weather.
Burberry Chief Creative and Chief Executive Officer Christopher Bailey commented on working with Romeo again: "It continues to be an utter joy working with Romeo - he has charm, style and great energy! I'm delighted that he's the lead role in our festive campaign."
Christopher directed the short which is set against a theatrical London backdrop, the film comes to life with 50 dancers who give a performance inspired by the golden age of cinematic musicals. The story is of a boy delivering the gift of love to a young couple, played by new British models and dancers Hannah Dodds and Anders Hayward, who take him on a journey of romance and festive enchantment through the streets of London. The film celebrates gifting as a powerful way of connecting people.
Speaking about the campaign, Bailey said: "This festive campaign is a celebration of everything we love at Burberry; the trench coat, the cashmere scarf, incredible music, our British weather, and working with great and talented people."
The premiere was hosted by Christopher Bailey in the auditorium of Burberry's global flagship 121 Regent Street, a space that Christopher designed for entertainment and interaction.
Over 500 guests attended the event including cast members Romeo Beckham, Hannah Dodds, and Anders Hayward. Victoria and David Beckham, British musicians Benjamin Clementine, George Ezra, James Page, Gary Powell, Daydream Club, Sophie Ellis Bextor and Richard Jones; British Burberry models Charlotte Wiggins and Sam Rollinson; Amanda Berry, Daisy Lewis, Alice Naylor-Leyland.
British songwriter Ed Harcourt who wrote the score for the 'From London with Love' film, played at the event with a set which included his first live performance of 'The Way that I Live' the soundtrack to the campaign.
Ed Harcourt said about the soundtrack: "After travelling to the Far East and performing a waltz for umbrellas ('You Can't Stop The Rain'), Burberry invited me to compose another epic song for them. Written late one night, the resulting track is sort of a battle cry."
The premiere marks the unveiling of the Burberry Festive advertising campaign, which has now launched globally and will run across outdoor advertising, cinema, and all of the brand's 10 global social media platforms for the next 3 months.
BURBERRY FESTIVE CAMPAIGN 2014 MAKE-UP LOOK
The festive campaign introduces a new limited edition Burberry Beauty Winter Glow look make-up look created by Wendy Rowe, which includes a luminising powder infused with My Burberry featuring red & gold lipstick available from November.
Developed by Burberry Make-up Artistic Consultant Wendy Rowe, under the creative direction of Chief Creative and Chief Executive Officer, Christopher Bailey the campaign look features:
- Naturally illuminated skin with golden highlights - Gold enhanced eyes - Lips and nails in festive red hues
"This make-up look was all about celebrating the spirit of the festive season, and the overall mood and attitude of the campaign," explains Wendy Rowe, Artistic Consultant for Burberry Make-up.
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