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.
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.
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.
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.
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.