For the launch of My Burberry, a fragrance inspired by the atmosphere of a London garden after the rain, the challenge was to express intimacy and personal connection at scale. Alongside the product launch, Burberry offered customers the ability to personalise their bottle with a monogram, creating a natural opportunity to bring craftsmanship and individuality into the brand’s out of home presence.
We led the creative concept of transforming personalisation into a live, participatory experience in Piccadilly Circus. Using a real-time second-screen approach, audiences could monogram a My Burberry bottle on their mobile devices and see their personalised design appear instantly on the large-format out of home screen.
The experience connected physical spectacle with individual ownership. Users could then continue seamlessly from creation to purchase on their smartphones, with the option to collect their fragrance at Burberry’s flagship store in central London. The activation extended naturally into social sharing, allowing participants to share their personalised bottles and express affinity for the brand beyond the moment.
Following strong engagement in London, the concept was rolled out internationally across Paris, New York, Singapore, and an additional London location in Covent Garden. The work demonstrated how luxury brands can use technology to enhance craftsmanship rather than dilute it, bringing personalisation, retail, and storytelling together in a single, cohesive experience.
Campaign article can be read here.
Campaign article can be read here.
Above: Example of monogrammed bottles with users initials (image sourced from Google)
