TRENDS RACE THROUGH THE MEDIUM
In the world of color, in the world of beauty, you often see trends, and if you’re not up to the minute you can absolutely miss the entire trend.”
Cultural identification becomes a methodology to identify the seeds of emerging trends. Remakes the advertising industry as the relationship between consumers and marketers evolves from a monologue to a conversation. Digital and social media like Facebook,Twitter and YouTube are making it easier to monitor what consumers like and dislike as well as to spot actors, songs, fashions, movies, TV shows and cultural ideas has become a tremendous breakout popularity. Online display, banner and search ads; video clips; and material for the Web sites and Facebook fan pages of brands.
L'Odyssée de Cartier Discover the new Cartier film, a journey between dream and ...
Luxury jewellery brand Cartier has launched a film called L'Odyssee de Cartier, depicting the brands history featuring the panther, an iconic animal for the brand.
The film shows the brands ‘history, its values and inspiration, and its artistic scope’, featuring the panther walking through countries that relate to Cartier’s heritage, such as France, China, Russia and India, where it encounters vintage pieces from Cartier’s previous collections.
The film directed by Bruno Aveillan, also includes people who are relevant to the brand’s story, such as Alberto Santos-Dumont, who Cartier created the first modern wristwatch, and supermodel Shalom Harlow features, in the film’s final scene to represent the spirit of the Cartier woman.
The three and a half minute film follows the iconic symbol of the brand, the panther, around the world where he brushes with key moments and locations from Cartier’s history. The campaign includes a microsite, odyssee.cartier.com, where visitors can view the film in full, explore the jewelry associated with each setting, and see behind-the-scenes film on film production and music.
The Cartier panther (three were used in filming) travels to St Petersburg in the snow, to China where he comes face-to-face with a golden dragon, to an Indian palace built upon an elephant’s back and filled with glittering animal jewellery (many pieces of which reside in the Cartier archive), before leaping aboard the wings of and identical replica of the airplane built by Alberto Santos-Dumont, to showcase the classic Cartier Santos watch (first commissioned by the Brazilian aviation legend in 1904). The panther finally lands in Paris, the birthplace of Cartier, on Place Vendôme where he meets supermodel Shalom Harlow at the Grand Palais.
The L’Odyssée de Cartier campaign was developed at Marcel Worldwide (Publicis), Paris. Filming was shot by director Bruno Aveillan via Quad Productions, Paris, with director of photography Patrick Duroux and producer Martin Coulais, production manager Claudia Traeger, dragon designer Stephane Levallois. Graphic sequences featuring Russia and China were by François Peyranne. Post Production was done at Digital District, Paris, by producers Mathieu Lauxerois, Nataly Aveillan, colorist Jean-Clement Soret, editors Coralie Rubio, Fred Olszak, Anthony Ornecq and Rémi Nonne.
Music by Pierre Adenot was recorded at Abbey Road.