Following the launch of Brit Rhythm, the latest Burberry men's fragrance, Burberry hosted three gigs in three cities over three nights in London, New York and Singapore. British band White Lies played in London on Wednesday 16 October and Singapore Friday 18 October, and British band Peace played in New York City on Thursday 17 October, with guest vocalist Charli XCX.
Leading Instagram photographers, selected by Chief Creative Officer Christopher Bailey, collaborated with Burberry to capture imagery from the live gigs from the three cities, using the hashtag #ThisisBrit. The images were fed onto over 300 digital out-of-home sites, bringing the energy and adrenaline of live music to consumers around London, New York and Singapore within hours of the gigs starting. The screens will continue to display new imagery taken by the photographers until the end of October.
The out-of-home activity follows previous innovative outdoor communication, including a digital takeover when imagery from the Burberry Prorsum Womenswear Spring Summer 2014 show was fed onto screens along London's Cromwell Road, New York's Times Square and Hong Kong's Worldwide House.
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