Having recently opened their flagship store at JK Iguatemi mall, Burberry now brings Art of The Trench to Brazil. The global project, launched in 2009, is a website showcasing people from all over the world in pictures wearing their trench coats. While some of them are shot by the brand, audiences can also upload their own pictures to the website.
Burberry have designed the wesite to look like a photo wall that can be clicked through. To start the project in Brazil, Burberry hired photographer Tiago Petrik -from the street style blog Rio Etc- to capture influential Brazilians using their trademark coats in the streets of Sao Paulo, Brasilia and Rio de Janeiro. The brand then went on and invited all the subjects and press to a project launch party, which included the presence of their campaign face, the top model Cara Delevingne. Big screens opposite mirror walls mimicked the website with a mosaic showing the portraits shot in Brazil. The British label, who already excels digital marketing worldwide, makes a clever move to gain space in the Brazilian market.