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Here is an exquisite new campaign from Publicis Luxe for Cartier for the return of the brand's iconic watch, the Tank Française.
Beautifully directed - by Guy Ritchie, no less - the film is an homage to Paris and the French New Wave ("La Nouvelle Vague"), featuring the ultimate symbol of the art film movement that emerged in the late 1950, French actress Catherine Deneuve, and a nod to some of her most iconic roles, as well as Rami Malek, representing the best of today's cinematic landscape.
An expression of the avant-garde, Cartier’s iconic Tank Française connects us to Paris and its creative freedom, an attribute captured so perfectly by the French New Wave and within the city itself. So, it seemed only fitting to film the return of the Tank Française along one of the Paris’s most iconic features, the Seine, between the Left and Right banks, illustrating its prominence as a heroine of yesterday and today.
Directed by prolific English filmmaker Guy Ritchie, the Cartier campaign reflects the timeless elegance of the Tank Française. On the one hand, you have Catherine Deneuve, legendary actress of the French New Wave and the embodiment of French chic, and on the other, Rami Malek, one of the most renowned actors of his generation. He plays the role of filmmaker who, along the Pont Alexandre III, crosses paths with Deneuve in her most iconic roles in French cinematic history: in Jacques Demy's Les Parapluies de Cherbourg, Régis Wargnier's Indochine, and Nicole Garcia's Place Vendôme,
To accompany the campaign’s main film, Publicis Luxe and Cartier organized interviews with director Guy Ritchie, Rami Malek, and Catherine Deneuve to pay tribute to French culture, Cartier’s savoir-faire, cinema, and ultimately bring the story of a Cartier icon to life.
The campaign launched on January 17 worldwide.
CREDITS
Director: Guy Ritchie (Reset / 75 productions)
Print assets film : Greg Williams
Print stills & portés : Charles Nègre
Post-production film: Mikros
Post-production music : Clément Bonnet (Prodigious)
Business Affairs music : Camille Masse (Prodigious)
Business Affairs figurants & inspirations films : Catherine Oger (Prodigious)
Post-production digital assets : Mass Corporations
BRAND : CARTIER INTERNATIONAL
Sr Vice President Chief Marketing Officer: Arnaud Carrez
International Creative Communications Director : Emmanuelle Guillon
Creative Product Content Director : Marco Terroni
Creative Content Group Manager : Charlotte Temam
Creative Content Project Manager : Bettina Ghinozzi
Creative Product Content Post-Producer : Valentine Karas
AGENCY : PUBLICIS LUXE
Creation : Antoine Bonodot
Creation Film, Digital & Print : Adrien Cussonneau, Alexandre Jean-Marie, Gaël Cornet
Commercial: Amandine Ribeiro, Iris Decoux, Sofia Silva Rodrigues, Laurence Levy
TV production: Christine Bouffort
Art buying : Emma Boutami
