CARTIER - CULTURE OF DESIGN
Cartier launched its Tmall Super Brand Day campaign in its Tmall flagship store 2nd year anniversary. The campaign is launched in all digital social touchpoints with a series of localized content created by Mazarine Asia Pacific.
It is the first time Cartier promotes its seven icon collections in one campaign to present its culture of design.
With this initial concept in mind, Mazarine AP came up with a campaign concept and narrative that tell the story of culture of design, from aspects of simple lines, precise shape, perfect proportions and details for each icon piece – Love, Juste un Clou, Trinity, Santos, Tank, Balloon de Bleu, and Panthère.
To fully tell the story in different angles, Mazarine proposed and created different kinds of content for different social communication channels.
Content videos are created for five celebrities to showcase different iconic pieces. Brand ambassador Li Xian is featured with the iconic Tank watch to showcase the design details.
Continuing the concept of design culture, the livestream presents the story of Cartier's seven iconic pieces reflected in the purity of line, perfection of form and precision of proportion.
To better create the narrative through the livestream, Mazarine Asia Pacific uses Augmented Reality technology in the livestream to vividly present the iconic pieces and their design. The technology provides a seamless and immersive experience for viewers.
Based in Shanghai since 10 years, our teams work together with brands to grow and amplify their influence in China and the Asia-Pacific region.
Brands benefit from targeted campaigns and social strategies, content creation, as well as innovative digital and “smart retail” experiences.
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