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.

To express the idea, West meets East in an unexpected duo: Jamie XX, international music talent from the west side of the world, and Jennie, international music talent known from the east side of the world, in the same project to reach two sides of the world in just one project.

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.

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.

More than an ad, we created an exclusive music video, where the product becomes the showcase: the values of Coco Crush creates the values of the encounters we all share in life.

The strategy was to target a younger and edgier audience for the brand and the apporach was to focus on the participation and collaboration of key figures like Jennie & Jamie XX with significant influence to resonate within the market.

The execution was to implement the campaign everywhere, on every channel and every touchpoint: web, social, event, magazine, cinema, press, retail, direct mail.

The music was available on various palteforms: Spotify, Apple music, Youtube music.

The campaign was launched globally, in five continents.

Through just one singluar idea, we created so many videos, images... an impressive number of various assets: digital, film, prints, etc.

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.

The results were 13,7 millions organic views on instagram for the film.

And 4,5 millions plays on Spotify for the exclusive track.