For its two latest activations, Cartier has called upon the refined and mysterious image of the panther, its icon that first appeared on a wristwatch in 1914. Highlighted by monumental installations, the feline, in augmented reality and brought to life by the Snapchat app, can be seen in many capitals, from Paris to Dubai.
Emblematic and majestic, the Cartier panther is making its mark this month in capitals around the world. The result of a long-standing partnership between the Parisian jewelry house and Snapchat, the social network with over 932 million users, the animal appears in augmented reality on XXL urban installations.
This is the case in Dubai, which is currently hosting giant screen cubes, as well as in Paris, the beating heart of the king of jewelers since its founding in 1847.
Feline and immersive experiences
In Paris, in the heart of the Latin Quarter, on Place Saint-Michel, simply scanning a QR code on a giant canvas brings Cartier’s proud animal to life from a nearby fountain, where it blends impassively with the logo lettering.
As the press release explains, this “open-air 3D immersion” brings the feline to life and animates it “in the midst of everyday life.”
For the Parisian jewelry house, it is an “invitation to experience a unique connection with the panther, a free and magnetic figure at the heart of the Cartier universe.” This is an opportunity for Cartier to capitalize on the 350 million people who interact with augmented reality on Snapchat every day.
Echoing this activation, an augmented reality lens adds a playful dimension to the communication campaign. Snapchat users are invited to immerse themselves in the Maison’s unique universe. Inspired by thememory game, this experience invites Snapchatters to flip cards and form pairs in order togradually reveal the visual identity of the campaign in an elegant digital setting.
“This new collaboration with Cartier once again illustrates the Maison’s ability to push the boundaries of creativity and innovation, and Snapchat’s ability to merge the heritage of a legendary Maison with the most innovative technologies,” said Geoffrey Perez, Global Head of Luxury at Snap Inc.
A timeless feminine icon
An integral part of Cartier’s advertising campaigns, the panther was first vaguely evoked through a motif on a wristwatch in 1917.
This embodiment of femininity, power, and mystery became an emblem with the arrival of Jeanne Toussaint as artistic director in 1933, a position she held until 1970.
It was a first gift from Louis Cartier to Jeanne Toussaint—a cigarette case featuring a panther—long before she took the creative reins that would forge her attraction to this feline figure.
A first enameled gold brooch for the Duchess of Windsor, sitting on a 116.74-carat emerald, marked a turning point in 1948. The following year, the same client ordered another brooch—even more famous—where the proud animal was placed on a 152.35-carat sapphire cabochon.
However, it was not until 1958 that the first Panthère bracelet in diamonds and sapphires was created.
Graphically inspired, the panther soon began to adorn watch, accessory, perfume, and eyewear lines. The Panthère fragrance was launched in 1987, followed by a new La Panthère line in 2014.
The panther even became an essential part of the brand’s storytelling, as evidenced by its large-format TV commercial (3 minutes 30 seconds) – L’Odyssée de Cartier – which made history in 2012. The film, with a record budget of €4 million, celebrated the brand’s 165th anniversary and featured the panther on a world tour similar to the one undertaken by the Cartier brothers in their early days.
Long-standing collaboration
This panther-themed campaign is part of the ongoing collaboration between Cartier and Snapchat. For the jewelry house on Rue de la Paix, the aim has always been to deliver an increasingly personal, accessible, and desirable luxury experience.
Together, the two partners revolutionized the jewelry experience last year by offering the first virtual ring try-on using augmented reality (Virtual Try On) to mark the 100th anniversary of Cartier’s iconic Trinity. This exclusive technology combines Ray Tracing for ultra-realistic effects and Hand Tracking for precise placement on the finger.
Snapchat also took part in the celebration of another icon of the House since 1917, the Tank watch, with an immersive Portal Lens.
Cartier finally called on Snapchat to promote its “Icons” collection. This was the first augmented reality try-on experience, allowing bracelets and watches to be superimposed in a unique way.
Read also > Cartier celebrates 100 years of love and friendship embodied by its Trinity ring
Featured photo: © Cartier
