Burberry launches Brit Rhythm - featuring Suki Waterhouse and George Barnett
BURBERRY LAUNCHES BRIT RHYTHM
Brit Rhythm, the new fragrance for men, is Burberry’s first fragrance launch since taking its beauty business in house in April 2013.
INSPIRED BY MUSIC
Music is at the heart of Burberry activity globally, from shows, events and soundtracks to the brand’s music platform devoted to emerging talent, Burberry Acoustic. Brit Rhythm brings this passion for music to Burberry’s most significant men’s fragrance launch to date.
The Brit Rhythm campaign features British musician George Barnett of These New Puritans and British actress Suki Waterhouse.
DIGITALLY LED: #THISISBRIT
Brit Rhythm comes to life from 3 September through a digitally driven campaign that takes the energy and adrenaline of live music to audiences globally.
Access All Areas: Brit Rhythm ‘tattoos’
The launch begins with a digital sample sign-up, found in a dedicated experience on Burberry.com. Amplified across social platforms including Facebook, the experience gives fans and followers scented temporary ‘tattoos’ in the statement shape of the Brit Rhythm bottle – and a chance to live out the Brit Rhythm experience in person.
Live gigs
Users who sign up for ‘tattoos’ will enter a prize draw to access the physical culmination of the digital campaign – three live music events held at unexpected venues in London, New York and Singapore across three nights in October. Winners will receive an ‘Access All Areas’ pass and trip to one of the three gigs.
User generated content: Instagram
Leading Instagram photographers selected by Chief Creative Officer Christopher Bailey will collaborate with Burberry to capture #ThisisBrit imagery from live gigs around the world, including the Brit Rhythm events. These images will be shared across social channels and will also power iconic out-of-home sites in real time, inspiring global audiences to share content from their own live music experiences – while continuing Burberry’s vision of bringing emotion and excitement to technology.
Dedicated platform: Noisey
Continuing the Brit Rhythm story, Burberry is partnering with Noisey, part of VICE Media, to create a dedicated content platform for music, editorial and experience- led imagery and video. The platform, which incorporates Tumblr microblogging, will launch in late September 2013.
Noisey is the world's leading video-driven music site and the largest music channel on YouTube's original programming initiative.
CELEBRATING BRIT
A capsule of ready-to-wear and accessories, part of the brand’s Brit collection, celebrates the launch of Brit Rhythm. Centred on the iconic leather jacket and the leather notes at the heart of the fragrance, the capsule will be highlighted in windows across the brand’s stores globally.
Additional launch activity includes Brit Rhythm takeovers at leading department stores including Bloomingdale’s, New York, and Printemps, Paris, each supported by its own dedicated capsule collection and Brit-inspired windows.
THE FRAGRANCE
Brit Rhythm is a sexy and provocative fragrance for men, rooted in the adrenaline and energy of music. A heart of black leather, heady patchouli and styrax resin is revealed behind top notes of basil verveina, spicy cardamom, and a shot of juniper berries – played against a base of sensual cedarwood heart, incense and warm tonka bean.
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