Burberry, the British fashion house has been lauded for its recent films directed by French filmmaking collective Megaforce. Each spot features a group of dancers performing mesmerizing choreography in settings that blur the lines between reality and fantasy. You can say that when brands take a very artistic approach, they can deliver something that is engaging just by its beauty, be it visual, audio, or experiential. Burberry and their Chief Creative Officer Riccardo Ticci won last summer two Gold Lions in Cannes for its Open Spaces work produced by RiffRaff films, with a collaboration with Megaforce and the dance collective (la)Horde. RIFF RAFF Films and this film were awarded for this whimsical and magical depiction of a free imagination.
Founded in 1954, the Cannes Lions International Festival of Creativity is the home of great ideas. For over 68 years, Cannes Lions has served as a convening force for the global creative community. The Lions, the industry’s most prestigious, coveted creative accolade, receive thousands of entries every year. The work is judged by over 400 authoritative, respected creative leaders before the winners are showcased and awarded at the nightly awards shows.