CARTIER: THE LOVE LETTER
Client: Cartier
THE CHALLENGE: Introduce and raise awareness of Cartier’s launch of WRITING ACCESSORIES. the advertisement will concentrate on changing people’s current perception of the brand which is that it is elegant, classic and luxurious and mainly appropriate for established, older individuals. We want people to see Cartier in a new light which is that it can be seen as young, fresh and fashionable.
THE IDEA: Craft a story around Cartier's writing instruments. Cartier and all of its products are infused with an inherent elegance. We wanted to communicate this elegance while remaining relatable and youthful. when we are young, our lives are filled with stories and adventures. some of them we speak of, some of them we don't. a writing instrument is a personal tool and an intimate friend. the stories we write on paper, are for us to keep forever.
extension
in participating airports and stores, Cartier booths will be set up where potential clients will be able to experience the Cartier writing line first hand. clients will have the opportunity of expressing their love to their significant other in the form of a letter or a message. letters will then be sent to the desired address by courtesy of Cartier. By associating the vintage experience of writing a letter, we are reawakening the old passion for the written word, and the energy that be harnessed within them.
credits
director | Amanda carballo
actors | alexandra diaz & luca derito
director of photography | Martin HIdalgo
assistant cameraman | justin arenas
production assistant | finnley
location scout | carlos carballo
art direction | amanda carballo & martin hidalgo
vocal artist | camila levy
