Why Burberry’s Chinese New Year campaign doesn’t quite hit the spot
January 23, 2019
Burberry’s first-ever Chinese New Year ad campaign stirs controversy this month. Many social media users in China mocked it viciously. The dour, emotionless expressions on the models have been called ‘creepy’, while one Weibo user has even created a horror film meme about it. Some other users blatantly stated this is another failure of cultural appropriation following in the footsteps of Dolce & Gabbana. How the western brands can walk when marketing in China? A global creative team willing to be led by the local experts should be necessary? Tell us what you think?
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