Chanel unleashed its latest Coco Crush jewelry campaign on Dubai’s digital screens, bringing an immersive 3D experience to the city’s skyline. Following the success of their previous campaigns, this one takes digital storytelling a step further, and is fronted by Jennie Kim, the South Korean singer and longtime Chanel muse. This new campaign falls in line with their previous OOH activations, including their now signature digital billboards that have popped up in several international capitals like New York City and Munich, making their mark in high-visibility luxury markets. This time, however, the campaign takes it to the next level by using 3D technology for a fully immersive experience that dazzles passersby. Center stage is Kim, dressed in the signature black attire, reaching out with an open hand. In movement, a Coco Crush ring appears to fly from her hand and extend into the audience, creating an illusion of depth. The ring then seems to leap out in a hyperrealistic 3D effect, giving the feeling that the jewelry is just within reach. The conscious use of a neutral color palette—black, white, and gold—triggers Chanel's signature look, inducing brand recognition. The ad copy is minimal, with the visuals doing the talking, while the name Chanel and Coco Crush appear subtly. The direction is decidedly in favor of Chanel's philosophy of understated luxury, with the argument that powerful branding doesn't necessarily have to be loud but an intelligent synergy between visuals and technology. Dubai’s luxury market is among the most lucrative in the world, making it the perfect playground for a campaign like this. The digital billboards—situated in prime locations with heavy foot traffic and high-end shoppers—act as an extension of Chanel’s boutique experience, bringing high jewelry into public consciousness in a way that feels both accessible and exclusive. The use of 3D technology is not a gimmick, but an enhanced version of traditional OOH advertising that is experiential and immersive, responding to the digital-native consumer's expectation of interactivity. The new campaign struck Dubai’s digital screens in a 3D show in the fourth week of February.
