In March 2012 Maison Cartier, the French jewellery house decided to create a cinema epic focusing on its history, its values and inspiration, its artistic and universal scope for its advertising campaign. L’Odyssée de Cartier is a journey between dream and reality.
The three and a half minute film follows the iconic symbol of the brand, the panther, around the world as it brushes with key moments and locations from Cartier’s history.
The campaign includes an outstanding micro-site, www.odyssee.cartier.us, where visitors can experience the film in full, explore the jewellery associated with each of the settings, and see some of the behind-the-scenes film on film production and music.
A total of three panthers were used during the filming, and we see the panther travelling to St Petersburg in the snow, then to China where the panther comes face-to-face with a golden dragon, then to an Indian Palace built upon the back of an elephant and filled with glittering animal jewellery –many of which reside in the Cartier archive – before magnificently leaping aboard the wings of an identical replica of the airplane built by Alberto Santos-Dumont, to showcase the classic Cartier Santos watch – first commissioned by the Brazilian aviation legend in 1904. The final destination the panther travels to is Paris, the birthplace of Cartier, and he lands on Place Vendôme where he meets the beautiful supermodel Shalom Harlow at the Grand Palias.
The campaign was developed at Marcel Worldwide, Paris. Filming was shot by director Bruno Aveillan via Quad Productions, Paris, with the director of photography being Patrick Duroux and the producer being Martin Coulais. Post-production was done at Digital District Paris, by Mathieu Lauxerois, Nataly Aveillan, Jean-Clement Soret, Coralie Rubio, Fred Olszak, Anthony Ornecq and Rémi Nonne.
The music by Pierre Adenot was recorded at Abbey Road and the red dress worn by Shalom Harlow was custom-made by Chinese fashion designer Yiqing Yinwith.
The dominance of the French in the international world of luxury jewellery remains a fait accompli.
Reviewing the Cartier Advert:
As a cinema epic, it certainly is epic to watch. The use of the graphics to bring to life the panther and just bring to life all the scenery is simply outstanding. It is a very high class advert from the luxury jewellery company. 5/5
The purpose of this advert was to show off Cartier by showing us its history and there is no doubt that their advert achieved that. For that, 5/5.
In just three and a half minutes they are able to captivate their audience into watching their cinema epic. The pace of this advert, though it is a long advert, is just perfect for delivering the history behind Cartier. 5/5
The sound in this advert s truly spectacular and just brings the whole advert together. 5/5
What about you?
Would you buy from Cartier? Would you own a panther if you could? I’d love to see your feedback in the comments below.