CHANEL REVEALS THE NEW CHANCE ADVERTISING CAMPAIGN
Created By Jean-Paul Goude
“Chance is a way of being,” said Gabrielle Chanel, who believed in her lucky star as much as she cultivated it. With confidence and determination, Mademoiselle seized this chance throughout her whole life. Attentive to all the signs that marked her path, a woman who loved chance encounters and the unexpected, she smiled at fortune and fortune smiled on her in return.
Still today, chance according to CHANEL is no random matter. It’s a state of mind. A choice at every moment. An attitude. Optimistic? Obviously. Bold? Inevitably! Because it’s not a matter of having a chance, but daring to take one when it presents itself.
CHANCE, the original fragrance with a heart of jasmine, orchestrates the surprising contrast between a fresh burst of pink pepper and citrus and the richness of a woody, chypre base with patchouli. Joyful and sparkling, CHANCE EAU FRAÎCHE enhances the zesty accents of citron to brighten its jasmine heart, before gradually unfurling the elegance of a vibrant woody note on the skin. Ever so softly, CHANCE EAU TENDRE nestles its jasmine heart in a cloud of creamy, musky notes with the tang of a delicately fruity accord of grapefruit and quince. CHANCE EAU VIVE cascades onto the skin like a burst of energy. The surprising bitterness of a grapefruit and blood orange accord introduces the cedar-iris accord that upholds the heart of jasmine.
With CHANCE EAU TENDRE Eau de Parfum, perfumer-creator Olivier Polge, in cooperation with the CHANEL Laboratory of Fragrance Creation and Development, reinterprets the floral-fruity signature. More intense, more enveloping, this version expresses a radiant and confident femininity. Its floral heart accentuates the fullness of exotic jasmine absolute, enriched with an essence of rose that shines a soft light at the center of the composition. More feminine than ever, this floral equation is draped in just the right dose of smooth and creamy white musk notes to create a clean, cottony effect.
For the launch of the CHANCE EAU TENDRE Eau de Parfum, CHANEL is revealing a new advertising-campaign for the CHANCE fragrance line on January 4, 2019. Continuing his longstanding collaboration with the House since 1990, Jean-Paul Goude has poured all of his creativity and allegorical talent into the campaign.
For this campaign, Goude teamed with self-taught choreographer Ryan Heffington who shares his love of mixing genres and cultures, and with musician Sam Spiegel who also wavers between classical culture and hip hop. It was a perfect fit: “ they are both perfectly in tune with me, taking a somewhat naive and spontaneous approach to the
film that is similar to mine. ”
The result of their collaboration is what Goude refers to as a “ bref métrage ” or brief film: a short danced and filmed act depicting a reality that is athletic and yet graphic, sensual and stylized. A frenzied whirlwind of dancers and choristers perform coordinated movements and choreographed reactions that convey the spirit of the fragrance in the slightest gesture.
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