If you were to look out over the London skyline this week, you would be met with an unfamiliar sight: a 33-foot-tall hologram of model Gisele Bündchen, broadcast next to the city’s famed tower bridge.
The hologram is part of Boss’ latest campaign, which saw both Bündchen and South Korean actor Lee Min-ho transformed into giant digital spectacles as a new out-of-home advertising strategy. As conventional billboards edge towards obsolescence, surrealism in marketing is gaining ground.
In other news this week, Burberry has launched a new Roblox campaign alongside Harrods, coinciding with its month-long takeover of the retailer starting February 1. As Burberry struggles with the aftershock of a luxury slump, can a strong gaming presence help the brand unlock the formidable spending force that is Gen Alpha?
Boss unveils 33-foot-tall holograms in London#
What happened: On January 31, Londoners enjoyed a new addition to the city’s horizon in the form of 33-foot-tall holograms. Broadcast among the metropolis’ landmarks, three-story-high figures of model Gisele Bündchen and South Korean star Lee Min-ho were projected, with both stars wearing pieces from the brand's Spring/Summer 2024 collection.
To achieve the holograms, Boss deployed two Disguise VX4+ media servers, alongside 10-meter transparent LED screens.
Why it matters: Marketing is getting bigger, better, and undoubtedly more bizarre across luxury. From Jacquemus’ viral Bambino car video to augmented reality-powered Snap filters, Boss’ first-of-its-kind projection dials up the competition.
The potential of holograms remains a largely unexplored area, though last year saw another iteration of hyperrealistic projections hit the runway during Amsterdam Fashion Week. As for in-demand ambassadors like Bündchen and Lee, whose schedules are filled with back-to-back fashion shows and endless year-round campaigns, they would certainly benefit from being in two places at once.
Burberry x Harrods release new Roblox activation#
What happened: In conjunction with the house’s takeover of London retailer Harrods during fashion month, Burberry has launched a new activation in Roblox. Just like in real life, users are immersed in a digital version of a Burberry-clad Harrods, complete with the Knight Blue colors and the Burberry check.
Players can visit a virtual pop-up store, where they can style their avatars in Burberry items inspired by its physical collections, as well as participate in scavenger hunts and obstacle courses.
Why it matters: In-game activations are an effective way to achieve short-term impact for seasonal, campaign-based projects. Burberry has already laid the groundwork in two of the leading gaming destinations, Roblox and Minecraft. Now, it’s building out that presence to remain at the forefront of Gen Z and Gen Alpha’s attention span.
With Gen Alpha expected to be luxury’s biggest spending group by 2030, it’s now or never for brands to invest in the rising generation.
Etro releases AI-powered campaign for 2024#
What happened: Italian fashion house Etro has deployed the creative finesse of artificial intelligence for its SS24 campaign, which was built around the concept of nowhere.
In collaboration with digital artist Silvia Badalotti and the brand’s creative director, Marco De Vincenzo, the campaign was created by transforming Badalotti’s verbal inputs into a series of images.
Why it matters: AI-powered campaigns offer a low-risk path for brands to introduce consumers to novel technologies in a way that feels accessible and easy to digest. However, debates over the ethics of the tech persist, including the question of whether AI will replace industry professionals.
While AI can streamline the often complex creative process behind campaigns, it in turn takes away the need for an entire team of photographers, set designers, models, and so forth. In response, brands are working on finding a happy medium. For Casablanca’s AI campaign last year, for instance, the brand kept its creative team on set to help bring the project to life.