Review of Burberry Spring 2024 Digital Ad Campaign by Creative Director Daniel Lee
Burberry’s approach to Instagram reels for its final campaigns of 2023 has been a lesson in
digital impact and smart repurposing of existing assets.
A quick scroll through the page presents a high level of visual cohesion, even as the brand
continues to celebrate London’s creative eclecticism – a testament to Daniel Lee’s new vision for
the British brand. A recent series repurposed existing assets from the short film component of
its Spring 2024 campaign, which saw an impressive range of British and international creatives
and athletes (including Neneh Cherry, Damon Albarn, and Son Heung-min) reflect on what
London meant to them, together with grounded yet gorgeous shots of the city’s unexpectedly
lush parks. Reimagined as Instagram reels, these films were made even more bite-size and
interactive, with a few of them garnering over a million views.
The brand took a similar approach with its Holiday campaign, continuing the smart use of the quickfire Reels format to reimagine the discipline of still-life photography and create clever and vibrant moving portraits of giftable accessories.
Meanwhile, during London Fashion Week, Burberry took over the Bond Street tube station, one
of the city’s most iconic shopping destinations, to create an IRL spectacle with huge visibility
that then resonated exponentially across social media.
Burberry Creative Director | Daniel Lee