This year, Burberry’s festive-season campaign celebrates the notion of togetherness for everybody, everywhere. The brand partnered with T Brand Studio to explore authentic stories of community and unity in depth.
New York Times readers believe in the power of togetherness. Eighty-one percent of affluent New York Times readers like to be surrounded by different people, cultures, ideas and lifestyles.
Love doesn’t take a particular form. It’s young, old, straight, gay, male, female, nonbinary, romantic, familiar, friendly. But it is singular in purpose — it brings us together. We set out to show the power of many, exploring community and togetherness in more depth.
To show the power of togetherness, we commissioned three emerging creatives (Kojey Radical, Yrsa Daley-Ward and Yara Rodrigues Fowler) to contemplate what love and togetherness mean in their lives through spoken-word poetry and performances in written pieces or videos, celebrating diversity in love through three very different voices and literary styles.
The digital experience reveals the full “story” of love: its hope, passion and pain, the imagination it fuels, the literary metaphors that give it meaning. We asked three writers/performers to write and give a spoken word performance about what love means to them. We showcased their performances in two short films captured in a single take. We also created a kinetic typography animation to bring one of the pieces to life. Readers could view the performances on a custom landing page as well as on New York Times T Magazine social handles across Facebook and Instagram. Content was also distributed across Burberry social handles.