Cannes Lions

The Fifth Sense

MINDSHARE WORLDWIDE, London / CHANEL / 2017

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Overview

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Credits

Overview

Description

In order to engage a new generation of women with their fragrance portfolio, Chanel partnered with premium youth lifestyle channel i-D, to create The Fifth Sense, a platform celebrating female creativity inspired by the multi-sensory complexities of scent and the empowering feminine spirit of Chanel. The Fifth Sense sought to not only celebrate women who make, but to allow women to make - by commissioning a series of multimedia artistic projects from female artists across different disciplines including set design, photography, programming, and filmmaking. We asked each artist to create new digital work inspired by Chanel Fragrance, debuting each alongside a series of female-directed documentaries about the artist and the other women working across their creative discipline.

This, alongside daily editorial features, has culminated in a multi-faceted platform championing female creative talent, underscoring how Chanel Fragrance is an essential means by which women around the world can truly express themselves.

Execution

The 360 multi-market program encompasses:

- Multi-sensory works from female artists capturing their personal experience of Chanel Fragrance. Set designer Es Devlin created an immersive installation that evokes the sensation of falling through memory, photographer Harley Weir captured a series of images and films featuring five women who embody Chanel Nº5. Graphic designer Lucy Hardcastle created an interactive game from code in collaboration with singer Li Yuchun and music producer Fatima Al-Qadiri, inspired by Nº5 L’Eau, and Israeli filmmaker Alma Har’el directed a film about a young woman with synesthetic visions inspired by key notes of Nº5 L’Eau.

- Female-directed documentary films profiling the artists, featuring interviews with other female creatives from the artist’s discipline, discuss what it means to be a woman working across these fields today.

- Daily editorial in five languages featuring a global community of creatives – including Debbie Harry, Chloe Sevigny and Nisennenmodai

Outcome

The Fifth Sense Platform has already generated a strong following among the creative community with over 4 million visitors dwelling on site for over 3 minutes and up to 53% of people returning to site, pointing to the fact that the audience is truly engaged. There have been over 25 million video views. There has been a 20% uplift in the number of young women who think that ‘Chanel is empowering’ and a 23% increase in purchase intent.

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