Cartier Campaign

With the magnetic aura of its Panther, Cartier captures the world's attention. A bold and evocative global campaign -brought to life by WPP Media.

Paris, September 1, 2025 – Cartier unveils a new international campaign, carried by its emblematic animal: the Panther. Distributed by WPP Media, its global media agency, this initiative reinvents the Maison's codes to offer a bold and evocative vision of the Cartier universe.

Since its first appearance in 1914 in Cartier's creations, under the impetus of Jeanne Toussaint, the Panther has powerfully embodied freedom, elegance, and style. This campaign pays homage to this heritage while reinventing it with a contemporary vision. Through its enigmatic approach, it surprises and captures attention, relying on a powerful and subtle evocative force. An innovative celebration of Cartier's timeless icon that invites imagination.

WPP Media has orchestrated a global media strategy commensurate with this creative ambition, combining innovation and impact:

• Spectacular displays in iconic locations: From Paris to New York, via London, Shanghai, Seoul, and Las Vegas, monumental formats come to life in carefully selected spaces for their iconic status and power of fascination.

• Unprecedented collaborations with the print press through elegant and memorable breaks: Exceptional partnerships with prestigious titles such as the New York Times and the Financial Times. The latter even adapted its production to accommodate an exceptional over-cover, which for this unique occasion will not be printed on the mythical salmon paper, a first-ever break from the famous newspaper's trademark for 132 years.

• Immersive digital experiences: Immersive content is accessible via a QR code integrated into the media strategy , thus strengthening the interaction between the physical and the digital. These initiatives are amplified by a targeted presence on social platforms.

Jeanne DiMaira, Richemont Global Account Director at WPP Media, adds: "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, concludes: "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."

Cartier once again affirms its ability to innovate while honoring its heritage. More than a statement, it is an evocative declaration that invites the world to rediscover the timeless aura of the Panther.

Go behind the scenes to the printing plant here