Burberry's 2010 campaign stands as a pivotal moment in the brand's history, marking a significant shift in its aesthetic and marketing strategy. Moving away from some of the more overtly luxurious and traditionally British imagery of previous years, the campaign embraced a youthful, energetic, and distinctly modern vibe. This shift, largely attributed to the creative direction of Christopher Bailey, injected a fresh dynamism into the brand, broadening its appeal to a younger demographic while retaining its core identity. This article delves deep into the 2010 campaign, examining its key elements, its impact on Burberry's overall branding, and its place within the broader context of the brand's advertising history.
The campaign, while not explicitly titled under a single umbrella name like some later Burberry initiatives (e.g., Burberry Stories campaign), is easily identifiable by its cast and the distinct aesthetic prevalent throughout its various manifestations across print, digital, and video media. The faces of this campaign were instrumental in defining its fresh, contemporary feel. Instead of established supermodels, Burberry opted for a mix of relatively unknown faces alongside a rising star. Rosie Huntington-Whiteley, already gaining traction as a model and actress, was the undeniable centerpiece, her fresh beauty and burgeoning fame perfectly aligning with the brand's new direction. Joining her were a selection of equally compelling models, including Nina Porter, Sam Rollinson, and Charlotte Wiggins, all possessing a similar air of effortless cool and understated elegance. On the male side, Caspar Smyth and Douglas Booth added a dash of youthful charisma, further solidifying the campaign's focus on a younger, more diverse audience.
The 2010 campaign wasn't solely about the faces; it was also a masterful showcase of Burberry's outerwear. This falls squarely within the category of a "Burberry outerwear campaign," even if not officially labeled as such. The imagery heavily featured Burberry's signature trench coats, but also highlighted a wider range of jackets, coats, and other outerwear pieces, showcasing their versatility and contemporary appeal. The photography, often shot outdoors in natural light, emphasized the practicality and stylishness of the garments, portraying them as both aspirational and attainable. The styling was relaxed yet sophisticated, reflecting a modern interpretation of British style. This focus on outerwear was strategic; it allowed Burberry to showcase its heritage pieces while simultaneously presenting them in a fresh, contemporary context, appealing to both existing customers and a new generation.
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