To develop a 360 campaign for the new Burberry Rucksack to achieve cult status and become the ‘it’ bag of the season.
To inspire and empower the audience by uncovering the beauty within the detail, celebrating Burberry’s spirit of adventure and craftsmanship.
‘#DiscoverEveryday’ inspires and empowers the audience to seek for adventures in the everyday, which translates into an attitude when the rucksack is worn. Partnering with Instagram, Timeout and Citymapper to generate a campaign that integrates the online and offline into one experience, setting new benchmarks in social engagement and awareness.
The visual language leverages the form and function of the rucksack marriage with an honest tone of voice, to communicate the spirit of craftsmanship inherent in Burberry’s heritage.