To celebrate the launch of Burberry’s new fragrance line: Burberry Brit Rhythm, Burberry and NOISEY are documenting unique stories about the experience of performance told by modern emerging British artists.
Background to Brit Rhythm:
Brit Rhythm is Burberry’s first fragrance launch since taking its beauty business in house in April 2013 and the most significant men’s fragrance launch to date.
Brit Rhythm came to life from 3 September though a digitally driven campaign that takes the energy and adrenaline of live music to audiences globally.
The launch began with a digital sample sign up – found on Burberry.com – which gave fans and followers scented temporary ‘tattoos’ in the statement shape of the Brit Rhythm bottle – and a chance to live out the Brit Rhythm experience in person.
Leading Instagram photographers selected by Chief Creative Officer Christopher Bailey collaborated with Burberry to capture #ThisisBrit imagery live from the gigs in London, New York and Singapore. These images were then shared across social channels and also on iconic out of home sites in real time – sharing content with a global audience.
