Tomé Monteiro - Chanel N°5

Professional in Luxury Marketing

2013
CHANEL N°5

ADVERTISING CAMPAIGN

N°5, the very essence of femininity

Wearing N°5 is embracing the luxury of a sophisticated, adventurous, and independent woman, just like Gabrielle Chanel herself.

In 1921, Gabrielle Chanel commissioned Ernest Beaux to create "a feminine perfume with a woman's scent"—rare and powerful. The perfumer introduced her to a groundbreaking composition using aldehydes. Among all the proposed versions, Mademoiselle Chanel chose the fifth, deciding to name the fragrance simply "N°5." She paired this revolutionary scent with an equally innovative bottle: minimalist in design, adorned with a white label, and crowned with a faceted cabochon.

With its iconic name, bold and deeply feminine formula, N°5 became a timeless and glamorous classic, inspiring modern women around the world.

Brief

Suggest a muse who could legitimately succeed Audrey Tautou, and imagine the press visuals along with a 30-second commercial.

The new muse must embody femininity, strength, modernity, and independence.
She should be an internationally famous woman.
The visuals and the commercial must highlight the muse while respecting the iconic Chanel universe.

Bérénice Marlohe

35 years old
French actress
A fresh face in the film industry.
An independent woman, both in her personal life and the roles she portrays.
Enigmatic in both look and attitude, reflecting the essence of the N°5 fragrance.
At the start of an international career, having appeared as a Bond Girl in Skyfall.
Highly feminine, with a simple yet sophisticated Parisian beauty and a modern, chic style.
Represents the new generation and embodies multiculturalism with her French, Sino, and Cambodian heritage.

Press visuals

TV Commercial

The proposed commercial is shot in black and white, with one dominant color subtly standing out. The setting is the iconic Connaught Bar at the Connaught Hotel in London. An empty bar creates an atmosphere of suspense, building anticipation for a serendipitous encounter centered around a misplaced scarf.

The entire commercial is accompanied by the first 30 seconds of Melody Gardot's song “My One and Only Thrill,” enhancing the mood with its soulful and timeless melody.

SERENDIPITY

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