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Burberry for all their digital cleverness, knows the power of In Real Life, its tactile and sensual. Check out their story here.

Which is why IRL is such an important part of any digital campaign.  I love what Sydney Opera House is doing recently with real cool real life experiences.  I loved El Loco bar in the forecourt over summer and I am loving this live broadcast on youtube from the opera house steps from two local rock legends.

So when your designing your next uber-cool digital campaign, remember to keep it real.