I don’t think I’ve ever come across an advertising campaign with such depth! Lady Dior recently launched its newest chapter (yes chapter) in the current campaign; a 16-minute film featuring French actress Marion Cotillard and the “icon” of subject, the Lady Dior Patent Leather bag in sapphire. Titled Lady Blue Shanghai, the film was directed by David Lynch and art directed by John Galliano. It tells a mysterious story of Marion in a Shanghai hotel room and recalls a memory of old Shanghai, romance, and of course the handbag which evokes all the emotion and suspense, much like a genie’s bottle.
Now if you don’t have 16 minutes to spare, the Lady Dior site is quite interactive, in fact they call it The Lady Dior Universe. There you could see a number of features from The Film, The Poem, The Sequences, The Campaign and finally, The Icon, which of course is the bag itself.
While many luxury brands have gone little further than posting imagery from their current ad campaigns on their site, Dior rises above the rest providing a unique media platform that achieves a deeper connection between viewers and the campaign.