Festive in Burberry.
For the 2025 PAC Summit, Burberry set a brief to attract a new generation of luxury shoppers through a festive campaign celebrating the joy of gifting timeless British icons and bringing generations together.
New Traditions
Set in a classic British pub, New Traditions celebrates generations coming together to redefine British luxury — effortless yet refined, and rooted in Burberry’s blend of heritage and innovation.
Burberry and the Bear
What?
Coming to London, Seoul, and New York, ‘Burberry and The Bear’ is a pop-up pub where fashion lovers can gather, shop, and build community.
How?
With a primary focus on fragrances, the purchasing journey blends seamlessly into the pub experience, but instead of beer, here you buy perfume on tap. Come as a duo, explore Burberrys range of fragrances, and find each others perfect scent match.
Why?
An icon of British culture, heritage and style, the pub has been a social gathering spot for over 2000 years. An inclusive space no matter race or background, the British pub is known globally and beloved by all.
Burberry Fragrance Bar
creating new memories to become tomorrow’s traditions.
Step 1
Customers will first get an analysis at the fragrance bar, where a perfumer helps you explore each others scent profile, with every note tied to a shared feeling, place, or memory.
Step 2
Once they’ve chosen their fragrance, they pick from Burberrys limited edition festive design bottles. Enjoy the spectacle of having your perfume ‘pulled’ from our Burberry taps, a perfect moment to document and share online.
Step 3
Finally, customers have the additional option to engrave their bottles with a heartfelt message for the receiver.
Influencer Activation
To launch the pub, we will host an influencer event where fashion and lifestyle influencers, alongside celebrity brand ambassadors, will be invited to celebrate Friend-mas together. The guests will enjoy a traditional British roast, and take part in activities like darts, pool, and a pub quiz.
This event is intended to create content in two forms. First is the promotional content for the pop-up, which will be made by the influencers themselves and posted on their handles.
The second is content shot for the ‘New Traditions’ OOH and Print, which will be done during the event with the attendees as models during the launch. This will give our visuals a real and in-the-moment, yet still stylised aesthetic, as seen in the mockups.
Client: BurberryCreative: MahaliaAgency: International Advertising Association PAC(2025)