Taking the universal game Musical Chairs and elevating it with ultra-sophisticated craft, and an original soundtrack created in collaboration with cutting edge music producer Jamie XX.

With a surprise role by KPop star Jennie from Black Pink who plays the mastermind behind this game of life, she helped draw worldwide attention and sensuality to content that created a unforgettable way to feature jewellery: just like a fashion show.

Minimal black lines and a clean-cut execution: the Chanel codes were evident while revinventing the codes of musical chairs.

The Coco Crush collection is the leading and most iconic franchise of Chanel fine jewelry. For Gabrielle Chanel, every encounter was a game where luck and destiny intersect. The Coco crush collection is a story of encounters.

In 2024, our ambassadors of the house play out the universal game of musical chairs, set to the rhythm of ‘It’s So Good’ by musician, DJ, & producer, Jamie xx.

The unique collaboration resulted in the creation of an original track exclusively for the campaign, released as a single & available on music platforms worldwide.

The brief was to cultivate the Chanel Coco Crush territory "Some encounters you wear forever", elevate the collection to iconic status and to engage with a younger audience through a universal message with cultural conversations whilst maintaining values of the house.

The impact was global through a universal message with cultural conversations with a 360-degree integrated campaign across all channels including digital, social media, films, event, and experiential activations.

Participation & collaboration in key figures Jennie & Jamie XX with significant influence that would resonate within the market.