Burberry unveiled a new logo and a campaign under the creative direction of the newly appointed Daniel Lee. This launch marks his debut, emphasizing and creating a significant impact. The merge of the brand’s forward-thinking vision with its rich heritage, brought modern British luxury to life in new and innovative ways.

In London, the kickoff of ‘Burberry Streets’ included a take-over of the London Tube during Fashion week where Bond Street station was rebranded to Burberry Street Station. In addition, entrances and signs around Central, Jubilee, and Elizabeth lines were adorned with Burberry Blue. While this is distinctive because the tube is undeniably British, the application of the same idea in China will not have the same depth.

Therefore for Shanghai, our strategy must be locally relevant and centered around immersive experiences, and out of home exposures that are uniquely Shanghainese but also bringing the brand story to life.

First, we searched for the most iconic, beautiful, and luxurious street in Shanghai – Nanjing West Road. Next, we identified the most iconic symbol on that Shanghai street – the trolleybus and the century-old no. 20 route. Combing both, we have fashion and history, all deeply connected and interwoven with Shanghai's history and daily life. And all where our key target audiences frequent. Taking advantage of the opportunity to engage more deeply with the brand becomes feasible at the Burberry flagship store, which features Daniel Lee's complete collection. The excitement builds as all connections brought together in this journey.

This unique experience unfolds on Shanghai's iconic trolleybus system, bringing luxury to the first trolleybus system and on the most famous and beautiful century-old no. 20 route.

This journey spans approximately 23 minutes, encompassing 13 stops on a dedicated route, ensuring a continuous brand presence throughout this scenic adventure. Branded billboards, digital OOH, and street advertising become integral parts of the memories created during this beautiful journey,

There is further social amplification as the audience document their journey and share on social media. This drove additional digital engagement and allowed us to curate compelling PGC (Professional Generated Content) while inspiring engaging UGC (User Generated Content).

1ST BRAND IN THE MARKET TO TAKE OVER THE HISTORICAL NO. 20 BUS ROUTE

STRONG EXPOSURE: 210MIL+ TOTAL IMPRESSIONS

- 158MIL+ OOH TRAFFIC

- 43MIL+ SOCIAL IMPRESSION

- 507K+ SOCIAL ENGAGEMENT

+1356% SOCIAL VOLUME INCREASED VS. 1 WEEK BEFORE LAUNCH