Burberry "Year of the Snake" 2024 Ad Campaign

Review of Burberry “Year of the Snake” 2024 Ad Campaign by Creative Director Daniel Lee, Artist Qian Lihuai, and Photographer Walter Pfeiffer with model Zhang Jingyi

Burberry looks forward to Lunar New Year with a new campaign celebrating its festive Year of the Snake capsule. The campaign was shot by photographer Walter Pfeiffer and features a specially commissioned series of artworks by bamboo weaving artist Qian Lihuai.

Lihuai’s sculptures steal the show with their intricate, sinuously curving forms that remain abstract while suggesting the motion of a snake and themes of interconnectivity. In several of the images, actor and brand ambassador Zhang Jinyi poses alongside the sculpture, while other shots offer a more direct look at the vibrant red color palette and cozy textures of the collection.

The visual aspect of the sculpture stands out so distinctly from the rest of the images that it might have been a missed opportunity not to incorporate it more fully into the campaign’s concept and visual execution as a whole, instead of just featuring it separately alongside lookbook-like imagery. That being said, the activation is unique and exciting, and may be enough to drive engagement back to the more direct, product-focused offerings.