brand storytelling, cross media storytelling, Digital Storytelling, digital storytelling examples, Mobile Storytelling, multimedia storytelling, Storytelling
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Chanel – Inside Chanel & The One That I Want


A strong narrative is by far the most essential element for a good content.

The iconic high-fashion house Chanel is no stranger to good storytelling. Its creator, the legendary Gabrielle “Coco” Chanel has become the brand’s strongest symbol, along with the actual signature logo of two interconnected C’s. Coco’s legacy also plays a major role on the company’s interactive website. INSIDE CHANEL is a content-centric microsite created in 2013, which features 12 chapters of Chanel’s most distinguishing fashion pieces and faces, along with embedded videos. The microsite is a digital story by itself, a visual ride, submerging the user straight to the core of Chanel’s history and values.

Every chapter tells a success story of a product or the life story of the brand’s ambassadors, such as Marilyn Monroe and the iconic Chanel No°5 perfume in chapter 2. Moreover, INSIDE CHANEL takes the brand’s history and presents it in an interactive chronological timeline, celebrating each milestone with grace, style and sophistication.

Great narrative is also at the core of the company’s recent campaign “The One That I Want”. Launched as a mini-romance film in the form of a commercial for the signature Chanel No°5 fragrance.

It is directed by the renowned filmmaker Baz Luhrmann (Moulin Rouge, The Great Gatsby etc.) and stars supermodel Gisele Bündchen and actor Michiel Huisman (Game of Thrones). The commercial parades the 21-century woman who is torn between her successful career and balancing her marriage. The story’s visuals remind us of a film, and Bündchen embodies an image of a strong yet feminine women, much like the Coco Chanel herself. All this in sum display a successful implementation of storytelling together with the core values of the brand.


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