Every year since 2019, the iconic Thomas Burberry Monogram is reimagined in different, unexpected ways to celebrate the brand’s founder and heritage. Our task was to recreate the monogram in the context of global landscapes, ensuring the production process of each activation was as sustainable as possible. Next to this, aligning the works of art with the monogram’s new colour-way informed our creative thinking. Moreover, leveraging a £200,000 GBP budget, the installations not only had to be truly sustainable and non-disruptive to the natural landscapes surrounding them, but also large in scale to shine through in all recorded assets.

In celebration of Burberry’s 2021 Monogram Campaign, we created two ephemeral artworks to signify two of the brand’s key pillars: nature and modernity. The aim was to capture a sense of escapism while leaving no permanent mark on nature. Ensuring the activations were as sustainable as possible was especially crucial to our work. In collaboration with four land artists, we reimagined the contemporary monogram on the Welsh shoreline, where it stood for hours before being swept back into the sea. The second installation featured 300 drones forming the monogram pattern above a mountain reserve in the Colorado sky. Blending into different global landscapes, these artworks embody Burberry's brand heritage in equipping people with outerwear to explore our natural world.

Our main task was to make sure each installation was as sustainable as possible. To create the Rocks sculpture, we used natural materials that were found on a beach in South Wales (UK). Four land artists helped us source these materials and build the installation, keeping in mind the iconic monogram’s new colour-way. By using such materials, we ensured the beach’s natural ecosystem was not disrupted. The artwork stood there for hours before it was eventually naturally washed back into the ocean. As for the Drones activation, this show was carried out in the Taylor Park Reservoir in Colorado. 300 drones lit up the night sky by creating a giant ‘TB’ motif–a view reminiscent of nature’s fireflies, but made possible by new technology. By using only refurbished drones, we ensured minimal impact on the environment.

Key results are as follows:

Rock Sculpture IG: +174% views compared to benchmark

Drone Show IG: +428% views compared to benchmark

Rock Sculpture TikTok: +236% views compared to benchmark

Drone Show TikTok: +1000% views compared to benchmark

Global PR reach for activations +262% above benchmark