éGoïste
- Brand:
- Chanel Perfume
- Agency:
- Chanel Paris
1990FilmVideo · YouTube
Timeless principle
Make the product’s effect more memorable than the product itself.
The idea
Turn women shouting from balconies for an absent man into a grand opera of desire.
Why it works
The theatrical setting, synchronized shutters and explosive performances give fragrance the scale of myth. Égoïste is never explained; the fury of the women creates its legend. The name lands as both accusation and invitation.
