Chanel goes out onto the street

CLIENT: CHANEL

The Christmas season is the most important one for Chanel. A two-stage action was devised as part of the brand’s strategy to take Chanel out of the display case and bring it closer to the sales force, the sales team and the general public.

To begin with we worked at the Chanel training school, converting it into a site where the brand can be experienced in different settings: Le Lab, nature as inspiration; L’Atelier, the brand’s sensory experience; Le Coco Club, a fun cabaret to try out Chanel make-up.

To present the campaign to the sales force we also developed exclusive software (VR Angel) to lead a group VR experience by making it easier to share the moment among the participants.

We saw Chanel no. 5 advertising at Christmas in advertising panels and on digital screens, but for the first time Chanel also made it real by turning the brand`s iconic snow globe into something real and spectacular in the heart of Madrid. A legendary brand is now closer at Christmas.