Cartier
Establish Cartier and its iconic ‘Red Box’ as a symbol of love during Valentine’s Day.
Client
Cartier
Service
Brand Campaign Pitch
Category
Luxury
Cartier
Brand Campaign Pitch
Luxury
The goal of Cartier's marketing strategy in China is to strengthen the brand's association with love and romance and to establish Cartier and its iconic ‘Red Box’ as a symbol of love. This will help to create a strong emotional connection with Chinese consumers, making Cartier a recognizable and desirable icon in the precious jewelry landscape at key emotional and gifting moments in China.
To maintain our global brand communication strategy, we present the Red Box, a container of boundless emotions. As soon as you unlock its lid, you step into a realm of sentiments, where tales of love continually unfold. The Red Box holds the power to make love happen, and it's like entering a world of emotions every time you open it.
“ Love happens, when the Red Box is open. ”
For the global strategic content direction, the campaign will continue with the "Love Theater" theme but will also highlight the "Red Box" concept, along with an artistic, symbolic, universe, and graphic visual direction.
Love Theatre - Unbox The Power.
The Red Box stands for the magic powers of love. What if we pushed the limits of this magic with dramatic effects? Visualized as a feast for the senses, these three vignettes of love celebrate the differ- ent enigmatic facets of its power. In each story, the Red Box is a vital building block of a visual cue that depicts that power. The power to seek each other out. The power to take the leap. The power to ignite each other’s passion. The results are vivid and dynamic portrayals of the epic emotions couples go through when they are in love.
Love Theatre - Unbox The Power.
To bring Love Theatre - Unbox The Power to life, we developed three story vignettes that capture the essence of Cartier Love's passionate, intensive, and audacious spirit. Each vignette emphasizes the symbolic role of the red box in different ways, inviting viewers to experience the magic powers of love. Our three vignettes are: Vignette one ‘Earth-moving’ , Vignette two ‘Spark-flying’ , Vignette three ‘Cliff-leaping’ .
Cartier Love is passionate, intensive and audacious. The creative expression and scenarios are symbolic, universal and graphic.
Vignette 1: Earth-Moving
Love is a magnet with GPS. No matter how parallel your universes, there exists some kind of magical attraction that draws two people in love together, whatever it takes.
The film begins with a girl standing in a white space, trying to reach the red blocks of color hovering above her. Simultaneously, a boy pushes a red cube, revealing the hidden red block within it. The camera then reveals a red Cartier box, and as it zooms out, we see a Rubik's Cube made up of numerous red boxes.
One of the red boxes in the Rubik's Cube opens, causing it to spin, and the space between the man and woman begins to turn upside down. The white space is constantly colliding with the red blocks of color, and eventually, the entire space is covered in red. As the camera rotates, we see that the man and woman, who were previously in different spaces, are now in the same red space, finally together. They hold hands and move closer to each other.
The abstract script ends with the super: Love is impossible but we must be together. " How far would you go for love? " .
Vignette 2: Spark - Flying
Love ignites passion. Sometimes, even when you least expect it, there’s a primal flame between two people in love that is unmistakable and irresistible.
In this short film, we see a man and a woman in a white space. In a quick cut, we witness the moment they collide with each other, and the man reaches out his hand while the girl opens it, causing the screen to flash red. Then we see the boy's shoulder touching the girl's shoulder, and the screen flashes red again. Cut to two red boxes touching each other. One of the boxes opens, revealing a necklace, and the whole white space turns red. As the scene rotates, the boxes move closer together, and the man and woman embrace each other, with love growing between them as they caress each other. They stroke each other's hair and smile together.
The abstract script ends with the following question: "How far would you go for love?" Superimposed on the screen is the message, "Love is a never-ending flower flame", emphasizing the passionate and enduring nature of love.
Vignette 3: Cliff - Leaping
Love sweeps you off your feet. It takes courage to take the leap, but true love favors the brave and even- tually is worth it.
The film begins with the girl falling fast in the white space with closed eyes and a face full of anxiety. Suddenly, a hand pulls open a ring and the necklace is pulled out. The scene switches, and the red box opens in an instant, causing the whole scene to turn red. The upside-down box looks like a parachute as the camera pans down.
We see the women, who was falling alone, now accompanied by the man, holding each other in the air and slowly descending. The boy holds the girl's hand, and she smiles with a sense of security in her eyes. The abstract script ends with the following question: "How far would you go for love?" Superimposed on the screen is the message, "Love is a risk and never a fear of falling", highlighting the idea that love requires taking risks and the importance of having trust and support in those moments.
