Creative Director's Cut: Why Burberry's 'Night Creatures' film was a gamble that paid off
Burberry isn't being indulgent. It's being smart.
Peter Bracegirdle, co-founder, Creative Coalition
Hats off to Burberry for backing themselves.
Rather than waste media money on crap content, it has spent its money on production and will let the internet take care of the rest.
No hedging bets and covering bases—either people love the film, and it will be seen by millions, or they won't, in which case it will fail miserably.
Like the two films before it, Night Creatures is beautiful, audacious and thoroughly entertaining.
But what impresses me most is its understanding of how things work these days.
In a world where consumers are willing to pay to avoid advertising, the only thing that really counts is whether you make something that your audience CHOOSES to watch.
Brands can get fixated on finding their audience when the truth is the audience finds you. Agile shit is still shit. Shit that is seen everywhere, is, I am afraid, still shit. Everywhere. Failing to make stuff that is entertaining or useful and that people choose to watch is a waste of time and money.
Burberry is not being indulgent. Exactly the opposite. It's being a smart, thoughtful and well managed brand that gets it.
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