This is how Chanel sells handbags
A masterclass in cultural influencing.
Great brands shape culture, not with obvious coercion, but rather...with the subtlest of nudging.
And as much as times they are a changin' - many aspects of the art and science of great brand building stay the same.
Here for example is something new from Chanel, that actually leverages tactics and brand assets that are as old as the brand itself.
Chanel has just unveiled its Chanel 25 handbag campaign, featuring two of today’s most dynamic global icons: Dua Lipa and Jennie (formerly with the K-Pop band Blackpink).
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What's brilliant about the Chanel approach?
Yes, obviously it's brand building that prominently features the product itself, looping this back into strong images of optimistic feminism ...and other perfectly integrated brand cues (including using New York City as a brand character), but combining an 'on-trend influencer' (Dua and Jennie) with the Fine Young Cannibals’ 1990s pop classic, She Drives Me Crazy - allows the brand to remarkably straddle youth culture while also including the aspirations of a slightly more mature (GenX) customer, who in her mind, still belongs of the set of Sex and the City. Tick, tick, tick.
Holy shit: this is higher-grade work. The closest advertising can actually get to being classified as a work of art.
Oh...and there's also a "behind-the-scenes" video that kinda completes the picture:
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