157 years after its founding, Burberry continues to reinvent its approach to luxury marketing. For this project, Google worked with Burberry to re-imagine how brands can deliver beautiful, emotional experiences across devices and screens. The brief was to create an emotional connection between the Burberry brand and Millennial consumers through the lens of beauty products. And, in doing so, capture the romantic view of the world that threads throughout the British brand.

Launch the campaign
Published
July 2013
Topics

The Story

157 years after its founding, Burberry continues to reinvent its approach to luxury marketing. For this project, Google worked with Burberry to re-imagine how brands can deliver beautiful, emotional experiences across devices and screens. The brief was to create an emotional connection between the Burberry brand and Millennial consumers through the lens of beauty products. And, in doing so, capture the romantic view of the world that threads throughout the British brand.

Burberry Kisses explores the universal theme of love through the kiss, one of the most iconic and personal symbols of human emotion. The idea was to send messages sealed with your real kiss. It was sparked by experiments in facial recognition technology that can detect the outline of a user's lips through their webcam. We then created an immersive experience around this concept, using modern web technologies such as HTML5, WebGL, CSS3 and WebP. To add a further personal touch to every letter sent, we used location data. For example, as users see their messages travel to their destination across a 3D landscape, they can see local landmarks and StreetView images reflected into puddles, further bringing the experience to life.

The Technology

The Results

By creating a personal yet shareable experience that appeals to everyone, this campaign built a connection to the Burberry brand without feeling like a traditional ad. We were able to deliver a magical, creative experience at scale in a true "build once, run everywhere" fashion. Browsers like Google Chrome enabled a beautifully designed, rich experience to run across devices, both as websites and as ads.

253K+

search results for "Burberry Kisses" on Google.com

13K+

Cities sent a kiss within first 10 days

109*

million miles traveled by kisses *as of June 25

Launch Date 18 June 2013