Lessons in great content from Chanel fall winter

On 8th of July Chanel inspired many things. One was a lesson in great content.

STORY

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“The high rollers strolled into the casino, swathed in millions of dollars’ worth of diamonds, and sat at the tables under an Art Deco ceiling and started to play. It could have been any time of the day or night, anywhere in the world where the super wealthy disport themselves behind closed doors—or a scene loaded with the decadent frisson of a Helmut Newton shoot from the seventies or eighties.”

Make your story then watch that story make you. Only a story can be told, shared, remembered. “I like that elegant moment of beautiful people going into a casino wearing jewellery,” said Lagerfeld after the show. “It’s like a fantasy.” Take your brand, your product and build a story they can be protagonists of. Mould it like a film, a beginning, a tension, a need and a close.

VISUAL THEATER

“The Grand Palais was transmuted into a grand casino for the show, with slot machines lining the outer walls and plushly upholstered chairs surrounding the blackjack and roulette tables. The space vibrated with a spooky subsonic intensity. With assistance from Michel Gaubert’s portentous soundtrack”.

All content is art and its conception should be treated like one too. Create only that which emanates a fantasy in the viewer’s mind – a theatre which happens inside his head. The experience that pushes him to imagine 7 times more than your story actually speaks. The ability for your brand’s story to play on your audiences mind that they feel transported is the single metric that should define success.

PRODUCT

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“The private circle wore custom Chanel, the jewellery was Chanel 1932 reincarnate. Lagerfeld made each celebrity a custom couture look “for them and only for them, for their personality, with jewellery matching their style and their attitude”. Stewart scowled, while Collins smiled; Ora punched the air to celebrate her wins, while long-time Chanel model and muse Paradis stood and cutsied to Lagerfeld when he appeared on a balcony.”

If I was to take one thing home, it should be your cola can or your life insurance or your t shirt. ‘Cause the whims that the audience builds my fantasy on should be so robust that I am compelled to realise them. And that can only be done when I buy your product. Only yours. Throw in everything for good measure – characters, celebrations, morbidity, sets, and music but never forget the product and even worse never leave the product for interpretation.

CULTURE CODES

“Karl’s Chanel bride was a tuxedo bride. The historic US Supreme Court ruling on same-sex marriage, now the most pertinent statement of the year subtly woven in. When Kendall Jenner stepped out in her white satin wedding suit – her look was subtly playing on masculine-feminine codes.”  

If there was ever a chance to get content right – it would be one where you do it through carefully weaving in a culture code. The audience lives this culture. So why wouldn’t you make your story one they could live.

DIFFERENTIATION

“Karl created a living installation at the Grand Palais. Created the “Circle Privé” – the private circle? A constellation of Chanel muses and aristocracy – each wearing a couture piece designed specifically for them dripping in diamond jewellery, recreated from Coco Chanel‘s original 1932 designs.”

What used to be the front row – was now the show. They were the first act. Much before the need to be different was a mediocre, desperate survival instinct, Coco Chanel said “In order to be irreplaceable, one must always be different.” This different is not always arising form a need for controversy. It’s the one that is born in from the privilege of being original – the one from where inspiration begins.

Here’s to amazing stories and some great marketing. Your move.

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