Burberry’s latest campaign features a very special model, who rose to fame thanks to her videos of London’s red double decker buses – but there’s a sweet meaning behind her viral videos
From TikTok star to Burberry’s muse – one woman has found her fame all thanks to London’s double decker buses. TikTok always manages to dig out celebrities and icons of the internet that otherwise would simply slip under the radar – including the viral ‘Bus Auntie’.
If you have missed out, TikTok’s Bus Auntie Bemi Orojuogun has become a online phenomenon with her candid posts standing at the sides of roads scarily close to red double decker buses that drive past.
With millions of views on her videos, it’s clear the internet has fallen in love with Bemi, and due to her new found fame online, the TikToker has been snapped up by Burberry for their latest campaign. It comes after calls for 90s tattoo necklaces to return as Maya Jama and Millie Bobby Brown join trend.
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Burberry have always had their finger on the pulse when it comes to their campaigns, and it’s clear they know what they’re doing with Bemi. The latest campaign celebrates everything that makes London the cultural melting pot that it is.
Jumping on Bemi’s iconic and popular TikTok format, their “Back to the City” campaign captures her amongst rising models on the bus and the campaign is a love letter to London.
“Think of it as a guided tour of this incredible city,” says Burberry’s Chief Creative Officer, Daniel Lee. “It’s the personality of its people that makes London feel so unique. Something you’ll find woven into the very fabric of Burberry.” He then describes the campaign as a “celebration of its famous skyline, the beautiful buildings and the Londoners who choose to call it home.”
Bemi’s videos are more than light-hearted street clips standing by buses – they’re a tribute to her late husband, who she met on a London bus. Before he passed away last year, she promised she’d keep living life fully, and those TikTok moments are part of that promise she made to him.
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She then carried on her commitment to documenting buses, and since her platform took off, it’s taken her far beyond the streets of London. Bemi has now teamed up with brands for all sorts of creative campaigns, from a Wowcher-decorated double-decker to swapping buses for rollercoasters with Alton Towers.
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