The game, available on Burberry’s website, has players control a central character called “Ratberry,” inspired by the limited-edition Thomas Burberry Monogram motif in honor of the Year of the Rat.
Bounce the character upwards between platforms, aiming to get as high as possible, all the while collecting gold coins and catching Chinese lanterns as you go.
For all intents and purposes, the game is just a repetition of ‘B-Bounce’, the brand’s first-ever, yet somehow not last-ever, online game released in October 2019.
Nevertheless, on a broader level, this Burberry Revisited “drama” represents the growing interest fashion brands are taking in the world of gaming.
According to Burberry, “Ratberry” is the central character in a world inspired by the limited-edition Thomas Burberry Monogram motif in honor of the Year of the Rat this year. The luxury brand apparently noticed a growing appetite for gaming among younger consumers, particularly in China. And decided to get jiggy with it. As such, Ratberry aims to connect with the Burberry community online.
To drive traction to its game, Burberry has also released Chinese (forgive us) New Year stickers across WeChat, featuring Ratberry and products from the associated Year of the Rat capsule collection.
The luxury brand has opted for a slightly different approach this major lunar holiday season around, after its seasonal campaign in 2019 raised an eyebrow or two in the Middle Kingdom for being too somber and coming off as, and we quote Sina Weibo followers, “horrific.”
One of the campaign images posted on Burberry’s Twitter page featured eight solemn-looking models across generations posing for a family photo in Burberry outfits. According to the brand, the picture was meant to celebrate “togetherness”, an important value in Lunar New Year.
However, netizens described the ad to be “terrifying,” likening the models to “ghosts” and commenting if this was actually an ad “meant for Lunar New Year or a funeral.” On the fun flipside of things, then…
For the full 2020 World of Ratberry reveal slash manual, we must sadly redirect you to FashionUnited
Yet despair not; more tasty goodies are here! Aside from rats bouncing up and down, and swinging all around, the 2020 Burberry campaign launched alongside a special Chinese New Year collection starring brand ambassador Zhou Dongyu alongside models He Cong and Liang Jiyuan.
Shot by photographer Leslie Zhang, the campaign highlights Burberry’s blatantly red collection, featuring refined tailoring and sports-influenced pieces, as well as new iterations of the British label’s iconic Union sneaker and Lola bag.
Get your Ratbuhhrry on, dahhhling.