For the launch of the CHANCE EAU TENDRE Eau de Parfum, CHANEL is
revealing a new advertising-campaign for the CHANCE fragrance line on
January 4, 2019. Continuing his longstanding collaboration with the House
since 1990, Jean-Paul Goude has poured all of his creativity and allegorical
talent into the campaign.

Moving on from playing games, Jean-Paul Goude opted to portray another
theater of chance: the audition. For this campaign, Goude teamed with
self-taught choreographer Ryan Heffington who shares his love of mixing
genres and cultures, and with musician Sam Spiegel who also wavers between
classical culture and hip hop. It was a perfect fit: “ they are both perfectly
in tune with me, taking a somewhat naive and spontaneous approach to the
film that is similar to mine. ”
The result of their collaboration is what Goude refers to as a “ bref métrage ”
or brief film: a short danced and filmed act depicting a reality that is athletic
and yet graphic, sensual and stylized. A frenzied whirlwind of dancers and
choristers perform coordinated movements and choreographed reactions that
convey the spirit of the fragrance in the slightest gesture.
CHANCE EAU TENDRE Eau de Parfum is a floral-fruity fragrance that is even
more intense and enveloping. Created by perfumer Olivier Polge in cooperation
with the CHANEL Laboratory of Fragrance Creation and Development,
it expresses a radiant and confident femininity with a feeling of absolute
tenderness.

 

About The Author