Burberry turns heads with OOH activation of giant Olympia bag in SG

Burberry turns heads with OOH activation of giant Olympia bag in SG

share on

Burberry's giant Olympia bag has landed on the shores of Singapore in the form of an OOH activation outside ION Orchard until 29 August. This is part of #TheJourneyOfOlympia campaign which sees Burberry take over global landscapes. The bag began its journey in London, sailing along the River Thames before making a second stop in Dubai and subsequently arriving in Singapore, marking the third stop in its global tour. 

According to Burberry, the campaign also features a series of limited-edition Olympia bags in three never-before-seen colourways – topaz blue, marsh green and marigold. The bags will be available at World of Olympia pop-ups across the globe, and also in a series of drops on Burberry's website. MARKETING-INTERACTIVE has reached out to Burberry for additional information.

burberry olympia bag 2

The Olympia bag campaign first launched in 18 May and starred FKA twigs, Kendall and Shygirl. According to Burberry, the series of images and videos were set against a minimalistic backdrop of marble, and the three women embody feminine strength, energy, sensuality and freedom of expression.

Separately, Burberry partnered with Mythical Games in June to launch a non-fungible token (NFT) collection in its flagship title, "Blankos Block Party". Adorned with Burberry’s new TB Summer Monogram and inspired by the brand’s Animal Kingdom house code, the limited-edition Burberry Blanko – a shark named Sharky B – is an NFT that can be purchased, upgraded, and sold within the Blankos Block Party marketplace.

Burberry will also launch its own branded in-game NFT accessories, including a jetpack, armbands and pool shoes, which players can apply to any Blanko they own. Sharky B can also be trained to master an array of powers, including speed and agility, ensuring both the toy’s uniqueness and rarity.

burberry nft

"With this exciting concept, we are able to unlock genuine value for the gaming community by encouraging players to interact with our brand in an environment that celebrates art, design and exploration," CMO Rod Manley said.

Burberry is not the first luxury brand to have broken into the NFT scene. Earlier this month, Louis Vuitton rolled out an NFT video game with 30 embedded NFTs to celebrate its founder's birthday. Out of the 30, 10 were created by renowned digital artist Beeple. LV explained that the NFT game aims offers a new medium for the luxury brand to define its history of creativity and innovation.

Join our Digital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here. 

Related articles:
Lionel Messi kicks off NFT ambitions with 'Messiverse' art collection
Louis Vuitton rolls out NFT video game to celebrate founder's 200th birthday
Analysis: What exactly are NFTs and why it's relevant to marketing
Stellar Ace breaks into HDB OOH space in North-East district of SG
Apple SG turns pet photos into high art portraits in OOH stunt
B2B tech firm REVEZ quells wanderlust with AR experience via 600 DOOH screens in SG
GroupM SG inks deal with Hivestack for programmatic digital OOH
Love, Bonito makes its HK launch felt with OOH campaign and branded Octopus cards

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window