Burberry embraces weather around the world for its latest multiplatform push, a celebration of London and it sometimes glorious, sometimes gloomy, wether. The fashion brand, known for its innovative digital moves, has made its current ads as fickle as the changing climate. Bus shelters and billboards in London, New York, Los Angeles, Paris and Hong Kong alert passersby to the real time weather conditions in London, while an app, in partnership with the Weather Channel, features ads that pull scenes from London reflecting users' current weather conditions. A search in New York on a rainy day, for example, would show scenes from rainy London.
Weather is also a big part of the brand's current Facebook and social media presence, which also includes temperature and climatic updates accompanied by beautiful photography.