Create a sub-brand for Chanel that targets the independent millennial woman based on her desire to be everything; Confident, Sexy, Globally Conscience, and Feeling Good.
The London billboard concept. Because Chanel is based in Paris, it makes sense to cover other large European cities such as London with the campaign. We don’t want to leave out anyone who might absolutely LOVE Chanel Plage.
To celebrate the idea of the newly branded concept, we chose to think outside of the typical Chanel box and let the imagery take the viewer away to that special place. Plage is light and airy, perfect for the single (or attached) millennial woman who aims to be liberated, sexy, and confident at the same time.