Burberry has just unveiled the images for its new women’s fragrance, My Burberry Black with actress Lily James appearing in her first ever global ad campaign. It has also given details of a major program to promote the scent on social media.
In a first for the brand, James took over Burberry’s Snapchat account today, culminating in the reveal of the TV and print campaign across multiple platforms.
Additionally, marking the brand’s first sponsored Snapchat lens, a My Burberry Black lens “created to immerse users into the aesthetic of the campaign” will run for 24 hours from August 23.
The lens opens with an interactive scene of the user under an umbrella, sheltered from a rainstorm. The user is then prompted to ‘blow a kiss’, triggering a beauty filter that adds a golden light to the images. The My Burberry Black lens will be available in the US, UK, France, Italy and Germany.
The campaign itself was shot, once again, by Mario Testino under the creative direction of Burberry supremo Christopher Bailey.
James follows Kate Moss and Cara Delevingne who are the current faces of My Burberry.
The 30-second TV spot features a soundtrack by British singer-songwriter Duffy, performing I Put A Spell On You.