Cartier has unveiled its latest campaign, entitled ‘The Pursuit of Magnificence,’ that has been developed especially for the Middle East. The campaign aims to bring to life the shared values of tradition, history and modernity shared by Cartier and the Gulf region.
The first intention of the campaign, which comprises a series of three videos, is to celebrate some of the most symbolic moments in Middle Eastern life; Ramadan, Eid al-Fitr and Eid al-Adha. It is a time to gather and unite families and communities to honour cultural traditions. The second intention is to illustrate Cartier’s legacy in the Gulf through the tale of Jacques Cartier’s journey to the region in 1912.
The campaign features the story inspired by the journal of Jacques Cartier that he kept during his voyage to the Gulf; he was one of the European pioneers who discovered many of the Arabian Gulf’s marvels. He acquired a profound respect for local customs and traditions that inspired a new vision of creativity for the Maison.
The carefully detailed and yet magical way of creating a Cartier piece is demonstrated in the way the film is crafted. Gradually, each art object and character is shaped out of liquid gold until it materializes as a full-fledged Cartier High Jewellery piece.
Check out the first video in the series below: