Cartier - The game of the jungle

WITH A FOUNDARISING EXHIBITION FOR AMAZONIA

THE

GAME OF THE

ISTITUTO MARANGONI

Master Fashion Promotion, Communication and Digital Media Ann-Sophie Meuleman, Giovanna Casasola Migowski, Micaela Lons, Rosario Sanchez, Sandra Hilltomt

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01 ABOUT THE BRAND HISTORY

ABOUT THE PRINTED

03 ABOUT THE NAMING &

11 ABOUT THE CARTIER STORES

04 ABOUT THE CORPORATE

12 ABOUT THE ONLINE WEB &

LOGO

INDEX

COLORS

06

ABOUT THE VISUAL

CIENT

COEFFI-

08 ABOUT THE PACKAGING LABELS

09

ALS

MATERI-

DIGITAL MEDIA

13

ABOUT THE ADS

CAMPAIGNS

15 ABOUT THE SPECIAL PROJECTS

17 ABOUT THE

30 ABOUT THE

19 ABOUT THE

34 ABOUT THE

21

35 ABOUT THE

CARTIER TODAY, MOODBOARD

INDEX

EXHIBITION, MOODBOARD

ABOUT THE

EXHIBITION

27 ABOUT THE ARTISTS

ONLINE & DIGITAL CAMPAIGN

PR & COMMUNICATION AGENCY

VR COMPANY

ABOUT THE

BRAND HISTORY Year of foundation: 1847.

Founder: Louis-François Cartier.

Headquarter: Paris, France.

Stores: more than 200 retails shops in over 125 countries.

Now, under the care of Richemont Group Cartier is still one of the most prestigious jewelry manufacturers in the world, where an eye for beauty and independence are important values. In order to reach more customers and a higher audience, Cartier is now investing in lower-cost items.

For Cartier historical designs and an hierarchical families is imporant.

One of the maison’s creative directors was Jeanne Toussaint. She was a really strong woman who reflected her personality into the jewelry design of Cartier.

She was portrayed as “The Panthère”.

01

ABOUT THE

“‘1847”, an important date in the History of Cartier. Cartier was founded by jeweler Louis Francois Cartier, in Paris.

Cartier is a family business.

The founder’s grandson Louis Cartier, joins the French Mansion. Louis Cartier continued to build the Cartier brand.

He made it an international sensation.

Cartier was a very unique brand back in the days for the high society and the royals.

In 1904 Cartier received the first official supplier patent from the court of king Edward VII. More royal warrants followed from Russia and Serbia.

Jeanne Toussaint becomes the Creative Director of the Mansion. She was the lover of Louis Cartier and he had a unique nickname for her: La Panthère.

Cartier, now, has the Panther as its visual coefficient.

NOW

1933

1904

1898

1847

BRAND HISTORY Cartier is one of the most prestigious luxurious jewelry brands, with stores in over a hundred countries and has a strong social commitment.

02

ABOUT THE

NAMING & LOGO THE DOUBLE C AND THE CURSIVE LETTERS

ABOUT THE MONOGRAM DOUBLE C

The double C monogram of Cartier is featured on many products of the jewelry line, accessory line and interior line. From the leather bags, to the diamond earrings and their classic golden rings.

The naming of the brand is placed on their printed materials like the shopping bags and the Cartier red box, it also appears on the online advertisements.

03

ABOUT THE

COPORATE COLORS THE COLOR: RED DESIRE The Corporate Color of Cartier is red. Cartier uses the color very consistently in their visual identity. The principal color of Cartier is red. Beside red, two other corporate colors of the brand are: green and blue.

The colors red, green and blue are the colors of the first materials Cartier ever worked with.

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05

ABOUT THE

VISUAL COEFFICIENT THE PANTHÉRE AND JEANNE TOUSSAINT The Panther is a symbol and icon that defines the brand, it represents its identity.

A Panther is perseverant, elegant and graceful. These values are the beating heart of Cartier in general.

The iconic Panther is a big part of the culture of Cartier. The animal’s figure was first represented in a piece of jewelry of the women’s wristwatch of Cartier named, La Panthère. Upon today the Panther is still a success of the brand.

Jean Toussaint is typically associated with La Panthère.

As the Artistic Director of High Jewelry from 1933-1970 for Cartier she invented the icon piece: La Panhère.

Beside that, her nickname was La Panthère. Back in the days her lover Louis Cartier called her that. She was the inspiration behind the visual coëfficiënt La Panthère.

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07

ABOUT THE

PACKAGING & LABELS THE RED BOX AND ITS HISTORICAL IMPORTANCE The packaging of Cartier is a peek of exclusivity, elegance and richness. These items are symbolic for the Fashion House.

Cartier’s emblematic red is featured in their packaging materials and is mixed with a gold lettering, what looks very glamorous.

The Cartier red box appeared in the movie Gentlemen Prefer Blondes. After this appearance the red box instantly became a desirable dream for many women and it got the status: magic box.

08

ABOUT THE

PRINTED MATERIALS Cartier has many reading matters: books, catalogs, magazines, printed boxes, cards, envelopes, etc.

The brand clearly follows the rules of the maison in their own printed materials, consistently using their visual coefficient the Panther, the color red and the material gold. The printed materials are elegant, sophisticated and show the richness of the French jewelry house.

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ABOUT THE

PRINTED MATERIALS 365 MAGAZINE

ART MAGAZINE

Yearly Cartier releases an annual, called 365 magazine. The magazine celebrates the past year of Cartier and wants to connect the community of Cartier. Cartier shows in this magazine their values: endless beauty, revealing love for everyone and with everyone.

Cartier Art is a prestigious art and culture magazine created in 2001. Every issue starts from a specific theme or key concept. Cartier tried to use a fresh vision in every issue to illustrate their limited curiosity.

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ABOUT THE

CARTIER STORES “AN ELEGANT DREAM” With over 125 stores around the world, Cartier has three historical Mansions in London, New York and Paris.

The company created a temple retail concept for their stores: the retail shop should be more a private maison than a store.

If you look at the image & aesthetics of the flagship store, Cartier fulfills this concept perfectly. Most clients of Cartier come for the experience: it is a dream.

In the most prestigious areas of the cities, Cartier wants to transmit its unique luxurious experience. The interior and exterior designs of the retail shops are reflecting the fine arts and the traditions of Cartier.

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ABOUT THE

ONLINE & DIGITAL MEDIA MINIMAL DESIGN

WEBSITE

SOCIAL MEDIA

Cartier uses a minimal approach for their online communication, just like the approach for their designs. The corporate colors and the main symbol, The Panther are always present in their campaigns.

The homepage is in line with their corporate tone of voice, elegant, in some way basic and the corporate colors are clearly present. The homepage also represents the key values of the brand.

The Instagram page represents the corporate colors of Cartier and has the values of elegant, appealing, powerful and multicultural.

The Instagram page is like a moodboard of the brand.

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ABOUT THE

ADV CAMPAIGNS THE RED IS ON TRACK In the campaigns Cartier composes a minimal and classical approach. In general the campaign’s objectives and perspectives are related to common subjects.

The corporate color of Cartier is very visible and present in many of their campaigns. Inclusivity and culture are also two main values portrayed in the advertisements of the French Mansion. The idea behind it is: Cartier jewelry can be worn by everyone regardless of sex, interest and origin.

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ABOUT THE

ADV CAMPAIGNS THE MAGNIFICENT SEVEN LEGACY

L’ODYSÉE COMMERCIAL

THE PASHA WATCH CAMPAIGN

THE LOVE IS ALL CAMPAIGN

The campaign is about Cartier best historic hits.

Cartier celebrates the Culture of design with their most seven iconic products: the Santos, Tank , Panthère and Ballon Bleu, the Love and Juste un Clou nail bracelets, and the Trinity triple ring.

The campaign highlights the brand and shows the journey Cartier took around the world. The lead actor of the commercial is the Panther, the iconic animal of Cartier.

A Diversity campaign with five talents: Academy Award winner Rami Malek, actress Maisie Williams, and musicians Troye Sivan, Jackson Wang, and Willow Smith.

With The Love is All campaign Cartier wants to celebrate the power of togetherness. They released a shot movie where the cast, consisted of: Willow Smith, Jackson Wang, Lilly Collins, Ella Balinska, Mariacarla Boscono, Monica Bellucci, Khatia Buniatishvili, Golshifteh Farahani, Mélanie Laurent, Annabelle Wallis, Maisie Williams and Australian singer-songwriter Troye Sivan singing the Love is All anthem.

https://www.youtube.com/ watch?v=gognAYcZFOM

https://www.youtube.com/ watch?v=kVXm9JOl1XA

https://www.youtube.com/ watch?v=F7kbLE5WuSk

https://www.youtube.com/ watch?v=yKU3hlBtlxY

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ABOUT THE

SPECIAL PROJECTS THE FOUNDATION CARTIER The Foundation Cartier is focused on contemporary art and is a place dedicated to promoting and educating about it. On a yearly basis the Foundation organizes exhibitions based on themes or artists. The main purpose of the Cartier Foundation is to make contemporary art more accessible.

The architect of the Foundation is the French Jean Nouvel. The main concept Jean Nouvel worked around is transparency. The concept is reflected in the inside and the outside of the building.

The values of Cartier are present in the bright, light and glazing and finely woven steel building. For Jean Nouvel it was really important to align the values of Cartier into the building.

The visitors receive the spectacle of 8 meters high trees that are surrounded around the glazen walls of the exhibition. The architecture of the building and the thoughts behind it are innovative and inspirational.

THE CARTIER’S WOMEN INTIATIVE

THE CARTIER PHILANTHROPY

The Cartier’s Women initiative is an international entrepreneurship program that aims to drive change by empowering influential entrepreneurs and their business developments.

The Cartier Philanthropy is the philanthropic foundation of Cartier.

The foundation wants to improve the living conditions, with a special focus on women and children, in developing countries.

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ABOUT THE

SPECIAL PROJECTS

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PHILANTROPY TRANSPARENCY TIME CONTEMPORARY ART

PANTHÉRE SENSUAL UNITY

LOVE

TREE OF LIFE

ART DÉCO

TOUCHFUL MINI MA LIST

DIVERSITY

MAZE PHILANTROPY NATURE

INTIMATE

PLAYFUL

FREEDOM

SOPHISTICATED

WILD

NOSTALGIC

INCLUSIVITY

ART

MINIMALIST

AMAZONIA

JOYFUL

THE EXHIBITION

INTRO We found it interesting to host a fundraising exhibition in the Foundation of Cartier in Paris, because of the artistic perspective it has. The building is designed by the French architect Jean Nouvel and holds a really strong concept into its construction.

Not only the art in the foundation, but the building itself is an art.

Working with a strong artistic concept, we wanted to create a full creative atmosphere. We expanded this feeling - it’s an artistic environment, from the art to the building.

Following the concept of Jean Nouvel, transparency, also known as one of the most important values of Cartier, we wanted to reflect transparency into the aesthetic of the event.

THE

GAME

Being transparent about social causes, like Cartier is already doing very well, the leading object of the event will be transparent.

We want communicate in a correct and open way about the problems in Amazonia.

OF THE

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ABOUT THE

EXHIBITION WHAT

WHY

WHO

WHERE

WHEN

We want to set up a fundraising exhibition for Amazonia, called the Game of the Jungle.

We want to create awareness about the current situation in Amazonia.

Firstly, we want to attract the loyal customers of Cartier for this exclusive event.

The event will be held at the Foundation of Cartier in Paris.

The values of Cartier philanthropy, transparency unity and elegance - are the driving forces behind the event.

Secondly, for the exhibition we want to attract the public that is interested in social causes.

The exhibition will start on the 28th of July; World Nature Conservation Day.and end the 28 of August.

The exhibition consists of an one night exlusive fundraising event and a public exhibition.

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THE EXHIBITION

& THE TIMING 01

02

03

04

The actual space of the event is a maze. When you first enter you meet sculptures by artist Luis Bernado Oyarzun, that guide you to the second part of the event. However, this first part of the maze is meant to igive the public the feeling of getting lost in the jungle.

The second part of the event is the art gallery, with art from Sebastião Salgado Here we want to strengthen the knowledge about the Amazonia

We start off with hosting a an exlusive fundraising night for the loyal costumer of Cartier. This night will be the soft opening.

The public exhibition will start after the soft opening event for the loyal costumers. The public will be able to get lost in the jungle from the end of July until the end of August.

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ABOUT THE

EXHIBITION

The ground floor of the Foundation will be divided into two spaces. The first space, a labyrinth with the sculptures of Oyarzún projected in the walls, is recreating the idea of getting lost in a forest, trying to reach an exit.

Meanwhile, in the second space, a wide space disposed with the work of Sebastião Salgado to educate the public about the current situation in Amazionia:

EXHIBITION

MAZE ENTRANCE

GROUND FLOOR,

NO SCALE

FOUNDATION CARTIER PARIS, FRANCE

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ABOUT THE

EXHIBITION

The first space, a labyrinth with the sculptures of Oyarzún projected in the walls, are recreating the idea of getting lost in a forest, trying to reach an exit.

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ABOUT THE

EXHIBITION

At the second place, the exhibition with Sebastião Salgado and the immersion into the nature.

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ABOUT THE

ARTIST SEBASTIÃO SALGADO

LUIS BERNARDO OYARZÚN

Sebastião Salgado is a well-known Brazilian photojournalist and an artist. In his works he shows the reality of the countries and the situations they find themselves in, raising awareness about what is happening.

Luis Bernardo Oyarzún is a recognized Chilean artist.

His photography, sculptures and performances open the space so that people can know and learn about indigenous culture through contemporary art and he has been awarded with many national and international awards.

For his latest work, he lived for seven years in the Amazonia taking records about the jungle and the habitants, achieving a series of black and white photos in order to make a call to take care of the Amazon and protect it. In his book “Amazônia” he says that we still have time to save the Amazonia and he wishes that his book does not remain as a record of a lost world.

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ABOUT THE

ARTIST SEBASTIÃO SALGADO Sebastião Salgado is a well-known Brazilian photojournalist and an artist. In his works he shows the reality of the countries and the situations they find themselves in. His main purpose is to create awareness about what is happening in Latin-America.

Sebastião Salgado lived for seven years in the Amaziona taking records about the jungle and the habitants. He created a series of black and white photos consisting of the forest, the rivers, the mountains and tribes of Amazonia.

The main goal of Salgado with this work is to illustrate the real situation of Amazonia. Salgado is a photographer that releases his pictures in black and white, because when he releases pictures in color he had the feeling that the colors distract you from looking at the subject.

Salgado urged us to look at, listen to, and think about the current state of the environment in Amazonia and how people are dealing with the problem

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ABOUT THE

ARTIST LUIS BERNARDO OYARZUN Louis Bernardo Oyarzún is a contemporary Chilean artist, well-known for his photography and sculptures about the indigenous cultures. He wants to educate the public about indegious cultures through contemporary art.

The work of Louis Bernardo Oyarzún portrayed on the picture is a set of wooden masks alluding to the faces of the indigenous people of the artist’s country.

The wooden masks are accompanied by a set of red lights. He put it there to create more drama to the whole staging.

With this piece of art Luis Bernardo Oyarzún wants to create awareness about the indigenous people of Latin America.

His work is not only dedicated to making his hometown visible, but also seeks to show the reality of other indigenous peoples from neighboring countries.

He has worked hand in hand with indigenous people from Brazil, who opened the doors for him to portray and immerse himself in the Guarani culture of southern Brazil.

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ABOUT THE

DIGITAL CAMPAIGN The digital campaign will be carried out through Cartier’s social media accounts in conjunction with an extended web page.

The extended website, alligned to what Cartier is already doing for their other social causes. They created this website for their Woman’s initiative: https:// www.cartierwomensinitiative. com/.

The online communication of the exhibition is addressed to the public who is interested in social causes, culture and wants to have a sensorial experience.

The title of the campaign is <<The Game of the Jungle>> and we used the theme getting lost in the jungle to create an interactive campaign for Instagram and TikTok. The experience of getting lost in the jungle had to be implemented online, that’s why we promote a virtual visit of the maze on the website. This virtual visit is a preview of what the public can expect during the actual exhibition.

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ABOUT THE

ONLINE & DIGITAL MEDIA DIGITAL MEDIA STRATEGY To attract the public via Instagram and TikTok we will focus on paid media. We will upload posts with the description: #theGameofTheJungle and mock-ups of the VR experience of the website.

The content on social media has to give the public a preview of getting lost in the jungle.

<<Have you ever experienced getting lost in a jungle? In an immersive temporary exhibition about Amaziona Cartier is joining art and gaming at the Cartier Foundation , opened until the the 28 of August #jointhejungle #thegameofthejungle>>

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ABOUT THE

ONLINE & DIGITAL MEDIA

TIKTOK APPROACH

IG APPROACH

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ABOUT THE

ONLINE & DIGITAL MEDIA

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ABOUT THE

PR & COMMUNICATION AGENCY Since the event is taking place in the Foundation of Paris, we want to work with a French PR & communication agency.

We found the agency Omedia Paris. Omedia Paris is a company located in Paris and is specialized in consulting luxury fashion brands. They focus on strategies digital websites & platforms, brand content & social media.

They already have some of the following clients: Hermes, Dior, Yves Saint Laurent and Lancome.

The agency is the perfect fit for Cartier because they are located in Paris, specialized in luxury fashion communication and they already collaborated with the big fashion brands.

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ABOUT THE

VR COMPANY To create awareness among the public we promote the exhibition with a VR experience on the website. Therefore we need to collaborate with a agency that is experienced in creating a VR online experience.

We want to collaborate with the French agency: V-Cult. They are specialized in 3D web and VR/ AR. They focus on creating immersive solutions together with the clients.

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THE

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‌Duarte, S. ed., (n.d.). Sebastião Salgado: Un Repaso Por Su Trabajo. [online] Club De Fotografia. Available at: https://clubdefotografia. net/sebastiao-salgado/ [Accessed 17 Mar. 2022].

EcuRed (n.d.). Luis Bernardo Oyarzún Ruiz. [online] Available at: https://www.ecured.cu/Luis_Bernardo_Oyarz%C3%BAn_Ruiz [Accessed 17 Mar. 2022].

Fondation Cartier (n.d.). [online] Available at: https://www.fondationcartier.com/en [Accessed 17 Mar. 2022].

‌Jackson Wang Celebrates The Festive Season In Cartier’s LOVE IS ALL Campaign. (2021). Jackson Wang Celebrates The Festive Season In Cartier’s LOVE IS ALL Campaign. [online] Available at: https://www.youtube.com/watch?v=yKU3hlBtlxY [Accessed 17 Mar. 2022].

‌L’Odyssée de Cartier - Epic Cartier Commercial. (2013). Cartier. Available at: https://www.youtube.com/watch?v=kVXm9JOl1XA [Accessed 17 Mar. 2022].

THE

REFERENCES

Omediaparis (n.d.). Brand Consulting & Strategy. [online] Available at: https://www.omediaparis.com/en/brand-consulting-strategy [Accessed 17 Mar. 2022].

‌Pasha de Cartier: The Community. (2020). Cartier. Available at: https://www.youtube.com/watch?v=F7kbLE5WuSk [Accessed 17 Mar. 2022].

Pfeiffer, H. and Cartier Art Magazine (2014). Cartier Art Magazine for iPad & iPhone. [online] www.behance.net/. Available at: https:// www.behance.net/gallery/15916597/Cartier-Art-Magazine-for-iPad-iPhone [Accessed 17 Mar. 2022].‌ Pfeiffer, H. and Cartier Art Magazine (2014). Cartier Art Magazine for iPad & iPhone. [online] www.behance.net/. Available at: https:// www.behance.net/gallery/15916597/Cartier-Art-Magazine-for-iPad-iPhone [Accessed 17 Mar. 2022].‌

‌The Culture of Design. (2021). Cartier. Available at: https://www.youtube.com/watch?v=gognAYcZFOM [Accessed 17 Mar. 2022].

Unesco (2022). Sebastião Salgado: The Amazon laid bare. [online] www.unesco.org. Available at: https://www.unesco.org/en/articles/ sebastiao-salgado-amazon-laid-bare-0 [Accessed 17 Mar. 2022].

V-cult (n.d.). 3D web and VR/AR experts since 2009. [online] Available at: https://www.v-cult.com/en/about [Accessed 17 Mar. 2022].

‌Wanted In Rome. (n.d.). Amazônia: Sebastião Salgado at MAXXI in Rome. [online] Available at: https://www.wantedinrome.com/ whatson/amazonia-sebastiao-salgado-at-maxxi-in-rome.html [Accessed 17 Mar. 2022].

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