PANTHÈRE DE CARTIER
2017 - China
A watch that is also a beautiful piece of jewelry, Panthère de Cartier is one of the most distinctive Cartier designs. Created in the 80s and more contemporary than ever, it is a true style icon for women who never go unnoticed.
Cartier has given Sofia Coppola, 2017 Cannes award winner, carte blanche to create a commercial around the new collection. However Cartier China needed to create a local campaign to resonate with their audience as it's the first launch of this product in China.
The local commercial is a collaboration between Chinese actress Ma Sichun, award-winning director Susie Au and graffiti artist Hua Tunan to create a unique film in an urban jungle. The Panthère de Cartier collection is a tribute to modern women who are both beautiful and independent. The film explores a side of Ma that has never been captured on-screen before. Bold and beautiful as the watch she’s wearing, she embodies the grace and confidence of a panther navigating the urban jungle.
Reaching over 5M views after a couple hours after the launch of the campaign and with branded contents focus to drive customer to WeBoutique (the online selling platform from Wechat), this collaboration was a great success for the first launch of Panthère de Cartier in China.
Agency: Publicis Nurun Shanghai
Creative Director: Sylvie Kinn
Art Directors: Sylvie Kinn, Linh Vu
Copywriter: Gourfaust Liu
Business Director: September Guo
Business Lead: Julie Marchesseault
Director: Susie Au
DOP: Stéphane Vallée
Talent: Ma Sichuan
Graffiti Artist: Hua Tunan
• Main Concept
• Chinese line and Hashtag
• Film 30s (story board, moodboard, wardrobe, music..)
• Behind-The-Scene video and photos
• Wechat & Weibo social posts
• Moment Ad
• PR photos
• Banners design