Cartier launched the first corporate campaign in the luxury sector and continues to make clients traveling through advertisements.
The panther is still the heart of advertising campaigns because it is linked with Jeanne Toussaint, a close collaborator of Louis Cartier, nicknamed “The Panther”.
For its 165th anniversary, Cartier has made an advertisement lasting more than three minutes, following the journey of a panther across the world and includes references to the luxury brand.
For Christmas 2013, the brand launched a mini movie entitled “Winter Tale” still with the panther in the middle of the story.
More recently Cartier launched the film “Shape Your Time,” which focuses on the skills watch of the house and the iconic pieces that have made it success. In this film, watch mechanisms come to life in the middle of the night to form a panther, which then walk over the rooftops of Paris.
These ads are not intended to attract new customers, but to beautify its image and to sell dreams to people. The goal is to always do better, to stand out from other luxury brands and to maintain the standing of Cartier.