Cartier is the epitome of luxury. Period. Yet, beyond this truth, the Maison claims a role: beyond all kinds of banality, Cartier wants to forge once again the path to the extraordinary. That’s why the Maison is devoted to changing the ordinary into something precious. Just as it offers an enchanted interlude of glamour that changes an advertisement into a genuine moment of cinema.

The playground of Cartier is global – even if the Maison, has always acknowledged the cultural specificities of every region, community, and people. Born from the will of 3 brothers, it has original roots in 3 cities – Paris, London and New York and was a pioneer luxury in India and China. Rich with these cultural nuances, the Maison loves to mix times and spaces to contribute to a universal set of references: here the Parisian creativity of the 1930s (date and place of birth of Grain de Café by the hand of Jeanne Toussaint) is associated with the glamour of the French Riviera of the 1950s (acme of its glory as the choice of Grace Kelly) and the contemporary take on design and cinema (through the acting of Elle Fanning in 2023), for the “rebirth” of this iconic design). 3 moments in time, 3 muses for a design claiming the power of beauty to reunite us all. A power that has no age and no frontier.

Grain de Café was a Cartier’s classic – born in 1938 from a coffee bean, celebrated as a token of elegance in the 50s but forgotten since, as the glamour of the Golden Age Cinema.

The challenge was to change this classic take into an immediate icon in the present time: alluring, culturally relevant, eternal. And as an icon, to make it an instantaneous object of desire for the Maison’s clients.

Grace Kelly once said "Mr. Hitchcock taught me everything about cinema. It was thanks to him that I understood that murder scenes should be shot like love scenes and love scenes should be shot like murder scenes.". Resonating with this lesson well taught, Cartier – under the hand and the light of Alex Prager – decided to shoot an advertisement as an iconic trailer, a celebration of cinema itself. Because icons are the best cinema stars.

We imagined the French Riviera as depicted by Hollywood: a never-setting sun, a captivating atmosphere, a pause in time to celebrate the incredible aura of a heroin – embodied by the actress and muse Elle Fanning. The campaign becomes an interlude of glamour - getting back to the allure of the American Golden Age movies.

More than a jeweler, Cartier is a culture maker, in the world of luxury. The Maison owns the singular talent to change the ordinary into something precious – from a coffee bean to a delicate gold jewel, from an actress to a princess, from an advertisement to a pure moment of cinema.

With Grain de Café, advertising is transcended - offering a jewel of cinema to celebrate these icons, as a tribute to the pieces of culture that moves us.

Data & targets are confidential.

In order to magnify the aura of glamour of the Grain de café launch, the campaign has been teased during the French Festival of Cinema, in Cannes – treasure of the French Riviera and milestone of the careers of Grace Kelly and Elle Fanning. Shared on the screens on the 1st of June 2023, it is naturally the cinemas that have hosted most of the campaign assets, for a full experience on the “big screen” for the audiences eager to discover the festival selection – a moment of high attendance for moviegoers and culture lovers. The launch has been accompanied by social media assets to support the teasing and posters literally thought to be cinema posters.

Silver

Grand Prix Stratégies du Luxe 2023

Category: CAMPAGNES DE PUBLICITÉ

Sub-category: watchmaking, jewelry

Media Activation recap : 15 markets activated, with all touchpoints activated (digital, print, OOH, Cinema)

Movie digital media performance : 275M impressions / 52M completed video views

Website performance : +41% time spent on the website (1m01)

Print insertions: 162 print insertions / 25M Circulation