Paris, France – Cartier has unveiled a new international campaign spotlighting its emblematic symbol, the Panther, in a bold reimagining of the Maison’s heritage.
First introduced in 1914 under the direction of Jeanne Toussaint, the Panther has long represented freedom, elegance, and style in Cartier’s creations. The new campaign references this legacy while presenting it through a contemporary lens.
Distributed by WPP Media, the campaign employs a global media strategy combining large-scale displays, print collaborations, and digital activations. Monumental visuals have been placed in major cities, including Paris, New York, London, Shanghai, Seoul, and Las Vegas, chosen for their cultural prominence.
In print, Cartier has partnered with outlets such as the New York Times and the Financial Times. For this campaign, the Financial Times temporarily set aside its traditional salmon-coloured paper, a first in the publication’s 132-year history, to produce a special over-cover.
The strategy also extends into digital, with immersive content accessible via QR codes integrated into the media rollout, bridging physical and online experiences. This is further supported by targeted engagement across social platforms.
Jeanne DiMaira, Richemont global account director at WPP Media, said, “We are proud to have supported Cartier in the distribution strategy of this ambitious campaign. Each activation was carefully designed by more than 40 local market teams to enhance the Maison’s unique identity and create a lasting global impact.”
Caroline Kovacs-Lopez, Cartier global lead at WPP Media, added, “This exceptional campaign is the result of a particularly close and rich collaboration with Cartier, which allowed us to translate their creative vision into an extraordinary global multi-device strategy in every respect, offering a coherent and captivating experience that resonates with the most discerning audiences.”
