The "Jelly Wolf" campaign, a collaboration between 5th Sense, Chanel, and i-D, leverages a poetic and immersive narrative to embody the essence of CHANEL Nº5 L'EAU through a cinematic exploration of self-discovery and empowerment. By framing the fragrance as a conduit to uncovering one's "inner queendom," the campaign promises an elevated sensory experience that transcends traditional beauty messaging, positioning the brand not just as a product but as an invitation to personal transformation and authenticity.
Strategically, the campaign employs a magical realist storytelling approach set against the urban backdrop of Downtown LA, appealing to a culturally attuned, creative, and younger demographic that values individuality and depth beyond surface aesthetics. Casting actresses Kiersey Clemons and Lisa Bonet—figures associated with artistry and countercultural sensibilities—aligns the campaign with an audience seeking aspirational yet relatable role models. The involvement of visionary director Alma Har’el and integration of original music by Natasha Khan further reinforce the campaign’s arts-driven, experiential angle, differentiating it in the saturated beauty market. By partnering with i-D, a magazine known for its focus on cutting-edge culture and youth, the campaign amplifies its reach within trend-conscious, urban consumers who prioritize brand narratives that intertwine creativity, identity, and lifestyle. This fusion of refined artistic direction, storytelling, and cross-industry collaboration underscores a market strategy that transcends conventional fragrance advertising, cultivating a sophisticated brand aura that resonates with consumers on an emotional and cultural level.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
‘Jelly Wolf’ is set in a magical-realist LA and follows a young woman’s journey of self-discovery aided by a mystical guide, drawing inspiration from CHANEL Nº5 L’EAU. The narrative’s dream-like motifs and the surreal mentor-quest structure use magical symbolism to translate the fragrance’s transformative, empowering qualities into visual allegory. Rather than demonstrating the product or focusing solely on the story, the campaign uses fantastical imagery and symbolic experiences to embody the sheer, liberating benefits of the fragrance, making SYMBOLIZE THE BENEFIT the clear creative format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Estée Lauder – Positioned as a premium global beauty brand, Estée Lauder focuses on innovation, luxury skincare, and makeup products. Their strategic angle revolves around high-quality formulations, celebrity endorsements, and a broad portfolio that appeals to aspirational consumers seeking both effectiveness and elegance.
2. Dior Beauty – Dior blends high fashion with beauty, leveraging its couture heritage to position its cosmetics and fragrances as luxurious and trend-setting. They emphasize creativity, exclusivity, and artful design in their products, targeting consumers who value sophistication and modern glamour.
3. Charlotte Tilbury – Known for its glamorous and accessible luxury, Charlotte Tilbury positions itself around empowering consumers with easy-to-use, high-impact makeup. The brand’s strategic angle centers on celebrity makeup artist expertise, strong digital presence, and products designed to create a red-carpet look at home.
4. Lancôme – Lancôme is positioned as a French luxury beauty brand offering skincare, makeup, and fragrance with a focus on elegance and scientific research. Their strategy combines heritage, innovation, and aspirational beauty, targeting consumers seeking both tradition and cutting-edge technology.
5. MAC Cosmetics – MAC differentiates itself as a professional-grade makeup brand with strong artistic roots and inclusivity. It appeals to creative consumers and makeup artists alike, emphasizing diversity, bold colors, and trend-setting products with a strong cultural and fashion-forward presence.
Q: What is Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet about?
A: Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet is a 2017 campaign produced in the United Kingdom for 5th Sense, Chanel, and i-D. Directed by Alma Har’el, the film centers on a young woman’s journey of self-discovery in a magical-realist vision of Downtown Los Angeles, guided by a mystical shaman figure. The campaign leverages cinematic storytelling, original music, and a strong artistic vision to embody the transformative qualities of CHANEL Nº5 L'EAU, positioning the fragrance as a catalyst for personal empowerment within the beauty industry.
Q: What creative device does Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet use?
A: Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. The campaign uses magical symbolism and surreal visual motifs to represent the liberating and empowering effects of CHANEL Nº5 L'EAU, rather than relying on direct product demonstration. By translating the fragrance’s transformative promise into a dreamlike narrative, the film creates a visual allegory that elevates the sensory and emotional benefits of the product, distinguishing it within the beauty category.
Q: What is the campaign proposition for Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet?
A: The campaign proposition for Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet positions CHANEL Nº5 L'EAU as more than a fragrance—it is framed as a conduit for self-discovery and personal transformation. Targeting a culturally attuned, creative, and younger demographic, the campaign invites viewers to uncover their inner queendom through an immersive, artistic experience. This approach differentiates Chanel in the beauty market by emphasizing authenticity, empowerment, and emotional resonance, aligning the brand with consumers who value creativity and individuality.
Q: How does Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet rank in Clapboard's archive?
A: Jelly Wolf: a film by Alma Har’el inspired by CHANEL Nº5 L'EAU, with Kiersey Clemons and Lisa Bonet holds a Clapboard Campaign Score of 82/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in 5th Sense, i-D, Chanel's category?
A: In the beauty category, 5th Sense, i-D, and Chanel compete with several prominent brands. Estée Lauder is recognized for its innovation and luxury positioning, appealing to aspirational consumers through high-quality formulations and celebrity endorsements. Dior Beauty leverages its couture heritage to offer trend-setting, exclusive products that embody sophistication and modern glamour. Charlotte Tilbury focuses on accessible luxury and empowerment, driven by celebrity makeup artist expertise and a strong digital presence. Lancôme combines French heritage with scientific innovation, targeting those who seek both tradition and cutting-edge technology. MAC Cosmetics stands out for its professional-grade artistry, inclusivity, and bold, fashion-forward identity.
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