In the colorful spring of March, the Chanel Spring/Summer 23 ready-to-wear collection advertising film is new, black and white, showing a different kind of luxury.
Kristen Stewart, the brand's ambassador, wore the new collection and traveled through different scenes in the south of France, with a retro, artistic feel throughout the film.
The key words are "hope", "self", and "change", and the narrative is simple and organized, just like Chanel's tailoring design, and the creativity just shows Chanel's "innovative" spirit.
with the "classic" style.
Fashion is fleeting, style is eternal", what makes Chanel hopeful for the future?
Chanel's spring campaign answers a few creative ideas:
First, unique insight
The commercial's insights are not aimed at.
Teach consumers to understand themselves and what they want, but guide them to try their best to live each day and dare to start anew, just like Chanel in the era of rapid renewal of popularity, constantly starting anew and changing itself;
Second, focus on the brand
The new product advertisement is no longer limited to the level of advertising, but as the coat of the brand concept, with the idea that "to find oneself is to obey the nature of animals and welcome change".
As the origin of the concept, let "yourself shine as much as possible".
Draw the core creative circle of the brand at different time scales, so as to achieve brand focus;
Third, more than creativity
The pursuit of self is a lifelong artistic topic, and the pursuit of creativity is also a lifelong copywriting topic.
For copywriting, what makes you hopeful for the future?
Fashion is ephemeral, style is eternal, life is endless, and creativity is endless.