The Maison Cartier and Publicis Luxe has launched a “dreamlike adventure” to celebrate the end of the year.
Fully crafted by the Publicis Luxe team, the international campaign features all the iconic jewels of the Maison Cartier: from the legendary Tank watch to the Love ring, spread around 16 animated capsules and a series of dreamlike images.
The images and videos of the campaign see a re-imagined version of a Cartier boutique, inspired by the luxury brand’s boutiques across the world, fly across various dreamlike landscapes.
The house flies across the top of a mountain, above the clouds, the Place Vendôme in Paris, a frozen lake. It glides down a snowy slope surrounded by fireflies, crosses an ocean of clouds or gets lost in the heart of a fairy light illuminated forest of Christmas trees.
The videos aim to transports the viewers into “moments of enchantment and pure magic”.
The campaign was launched in stores, on Cartier digital areas, print, digital / 3D and window displays.
Jasmine Loignon, the Executive Creative Director of Publicis Groupe shared the concept and execution of the campaign, “We began by working on the design of the building with the agency’s art direction, as well as with Cartier’s architects, who came to show us the plans of the boutiques in New York, London and Paris…
“Then we went into the 3D studio production phase to make the house magical and echo the magic of Christmas. The aim was to make the house feel alive.”
Credits
Cartier International
Sr Vice President Chief Marketing Officer – Arnaud Carrez
Global creative & strategic communications director – Emmanuelle Guillon Creative Product Content Director – Marco Terroni
Creative Product Content Senior Manager – Charlotte Temam
Creative Product Content Project Manager – Bettina Ghinozzi
Creative Product Content Post-Production Manager – Valentine Karas
Publicis Luxe
Executive Creative Director – Jasmine Loignon
Associate Creative Director – Adrien Cussonneau
Copywriter – François Pelce
Art Directors – Jeremy Givord, Hugo Matringe, Erevan Joseph, Margaux Courveaulle Associate General Manager – Amandine Ribeiro
Commerce: Iris Decoux, Sara Tazekrit, Valentine Guigou Post-Producer – Laurence Lévy
Art Purchase – Veronique Bataille, Christine Bouffort, Beatrice Kagan
Production
3D & Home Decor – Hugo Fournier produced by Watch Out Animation and Interior Design – Mathematics
Production – Christine Bouffort (Prodigious) Music – Prodigious
3D DOOH – AC3
NM Print et Digital – Maud Rémy-Lonvis Post-production – Tout Joli
