Burberry 3D scarf campaign lets consumers interact with giant Piccadilly Circus screen

Burberry has tied up with DreamWorks Animation for an interactive 3D campaign that allows consumers to personalise and animate scarves, with the results appearing live on Piccadilly Circus' Curve screen.

Burberry: consumers can personalise scarves before the results appear on Piccadilly Circus' Curve screen
Burberry: consumers can personalise scarves before the results appear on Piccadilly Circus' Curve screen

The luxury goods brand has signed an agreement with the Hollywood studio’s tech firm, Nova. The latter's media-visualisation platform is being used to power the campaign, which kicks off today (14 December) and will be live until 31 December.

Users will be able to use their mobile device to explore Burberry’s range of scarves and monogram their favourite, with the resulting CGI creation appearing on the big screen. Up to five people at a time will be able to interact with the campaign, and, by waving their smartphone, will be able to manipulate the movement of the on-screen scarf.

Consumers will then be able to buy their scarf via Burberry.com or receive directions to Burberry’s nearby Regent Street flagship store.

Christopher Bailey, Burberry’s chief executive and chief creative officer, said: "DreamWorks Animation is peerless in the work that it has done on the big screen in so many stunning films. It has constantly pushed the boundaries of what is possible in digital animation and, with its latest Nova platform, we have been able to partner them to create something really beautiful and engaging for our customers."

DreamWorks Animation’s chief executive, Jeffrey Katzenberg, added: "Burberry is a world leader in luxury, and we’re thrilled to help them demonstrate an innovative product experience that enables consumers to both personalise and visualise the iconic Burberry scarf."

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