Cartier has added to their annual festive video collection with a new short film featuring 12 Friends of the House, Lily Collins, Willow Smith and Hong Kong rapper Jackson Wang appear in light-hearted choral scenes shot in Paris, Los Angeles, and Shanghai.
Directed by young British fashion photographer Charlotte Wales, the festive film shows the Maison’s friends dancing along to the tune “Love is All,” a pop melody from the ’70s by Roger Glover and Ronnie James Dio. Conveying a strong message; the need for everyone to live together peacefully, a sensible choice by the brand this holiday season.
Shot almost like a joint karaoke performance, in which the likes of Game of Thrones star Maisie Williams, supermodel Mariacarla Boscono, Charlie’s Angels Ella Balinska and Monica Bellucci all emote and dance while lip-syncing to the classic tune. Performing in a studio and done up in Cartier’s signature blood red, wearing classic and recent creations from the Paris jewellery marque.
“This campaign marks a unique opportunity to speak further on love and the connections that bring us all together. As we celebrate the festive season, it also reflects the desire to come together again, like the Friends of the Maison do, to form our own family,” commented Arnaud Carrez, senior vice president and chief marketing officer.
Over the years, the luxury jeweller has mastered creative holiday marketing campaigns. The first was in 2012 with a dramatic animated video following a spotted panther cub in its quest to reach a large red Cartier gift box. The brand switched things up this year with a light-hearted, non-animated display filled with celebrities.
“It’s a part of the Cartier philosophy to believe that we are stronger and more authentic together, and that’s why we have gathered this inspiring community of artists who embrace life with a sense of celebration. Together, they seem to defy gravity through Cartier’s red box, which they have filled with a sense of joy,” Carrez added.