Chanel Rethinks Quality & Precision In Charming Mother’s Day Campaign
Video screenshot via Chanel
Chanel prides itself in its keen attention to detail and craftmanship—but what exactly do those entail? For Mother’s Day this year, the French luxury house celebrates the work of some of the most dedicated artisans: kids.
Fun visuals reveal costume versions of Chanel bottles jiving around to Deee-Lite’s Groove is in the Heart.
Image via Chanel
Immediately, observers will notice that these don’t look like the usual products: The lines aren’t clean, the colors are patchy, and the text is handwritten. Yet, there’s no denying that their creators have put their hearts into bringing them to life.
At the end, the dancers remove their masks, revealing to the audience that this is a recital performed by children.
In another cute spot, the narrator waxes lyrical about Chanel’s standards for perfection. Throughout the whole film, though, a child’s hands are depicted wrapping a gift with love and care.
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Unlike the perfectly coiffed vision of crisp paper and neat ribbons often associated with luxury packaging, the box is creased and asymmetrically adorned with colored tape.
The sweet activation includes a Mother’s Day shopping guide on Chanel’s website, which showcases photos of kids in the costumes.
Images via Chanel
Images via Chanel
[via Chanel]
