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The Culture of Design | Cartier Tmall Super Brand Day
Recently, Cartier launched its Tmall super brand day campaign in its Tmall flagship store 2nd year anniversary. The campaign is launched in all digital social touchpoints with a series of localized content created by Mazarine AP.

It is the first time Cartier promotes its seven icon collections in one campaign to present its culture of design. With this initial concept in mind, Mazarine AP came up with a campaign concept and narrative that tell the story of culture of design, from aspects of simple lines, precise shape, perfect proportions and details for each icon piece – Love, Juste un Clou, Trinity, Santos, Tank, Balloon de Bleu, and Panthère.

To fully tell the story in different angles, Mazarine proposed and created different kinds of content for different social communication channels. Hero videos, visuals, social capsule videos are created for five celebrities to showcase different icon pieces.

Brand ambassador Li Xian is featured with Tank to present the elegant design detail of the piece. Young Idol Meng Meiqi to demonstrate the romance and emotion of Love. Juste un Clou is showcased with hit band mandarin for its bold and creative design. Shawn Dou and newly-appointed brand ambassador Liu Haocun are also collaborated in the campaign for Santos and Trinity.