International Women's Day

Chanel Women's Day Campaign

Creative Concept: We Are More Than What You See

As a brand founded by a women, Chanel celebrates with a campaign for and about women. We reveal our unexpected qualities...and our prerogative to be complex, unpredictable, empowered and mysterious. Because women deserve more than just one day, this CHANEL campaign opens with a high-impact statement and begin 7 days before March 8, the final day of the campaign

Creative Principle

This campaign features a series of two-card carousel posts, each with a provocative opening, followed by the full statement revealed to emphasize female empowerment and the brand connection. In this opening post, we set up the campaign thematic, beginning with 'WE ARE MORE THAN' and ending with the remainder of the message 'WHAT YOU SEE.'

Full Social Campaign

Campaign Copy

Each statement plays out in a two-card carousel post with an opening and a reveal. The edgy statements are softened by the product/brand reference. Post copy for each unit includes WE ARE MORE THAN WHAT YOU SEE, product name reference and #InternationalWomensDay

WE ATTACK WITH...RED [lipstick]

WE GET HANDS ON WITH...COLOUR [nail polish]

WE ARE NOT AFRAID TO... BLUSH [cheek color]

WE DO EVERYTHING WITH...ALLURE [fragrance]

WE GO NUDE WITH...RADIANCE [bronzer]

WE FOCUS ON OUR...PERSPECTIVE [eyeshadow]

WE GO TO BED WITH...CHANEL N°5 [fragrance]

WE CELEBRATE...OURSELVES [mirror]

Alternate Concepts

International Women's Day Case Study

CONTEXT

Fragrance and beauty marketing teams requested a brand campaign to celebrate International Women’s Day.

CONUNDRUM

This campaign needed to reflect brand values and resonate with women in a meaningful, authentic way…and not overtly promote products.

CAMPAIGN + MY CONTRIBUTION

Partnering with my art director, we created the campaign to emphasize the authenticity of Chanel to speak to, for and about women based on the Gabrielle Chanel’s vision and audacity. By creating an unexpected twist in each post—using both language and a 2-part creative principle, we established a provocative tone with an unpredictable finish that celebrated female empowerment and the brand values.

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