The Challenge

Reimagine Chanel N°5 for a new generation on its 100th anniversary in 2021.

The Insight

Chanel N°5 is one of the most iconic fragrances in the world, but for younger audiences, it can feel distant, inherited rather than chosen. We discovered a cultural shift: younger consumers are craving permanence in an impermanent world. They’re not just buying a product! They want to mark a moment in time.
 

The Idea

A cross-platform campaign that invites people to turn scent into a statement of memory, identity, and self-expression. Rooted in the emotional permanence of Chanel N°5, the concept celebrated the wearer’s evolving relationship with themselves through time.

The Execution

A series of physical and digital brand experiences: a pop-up installation, a custom bottle engraving experience, an immersive microsite, and a multi-touchpoint marketing strategy combining heritage storytelling with gamification.

My Role

Lead Strategist, Researcher, Creative Director, UX Designer, Art Director.

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