Cartier reinvents its eternal icon: the panther. A global campaign surprises in Tokyo, Paris and Las Vegas with unexpected monumental formats.
Cartier once again captures global attention with an unprecedented campaign reviving its most iconic ambassador: the panther. Far from traditional advertisements, the luxury house embraces an innovative format that will project the feline across monumental screens in key cities.
The debut will take place at Tokyo’s famous Shibuya Crossing and on the spectacular LED Sphere in Las Vegas, boasting 580,000 square feet of surface. In Paris, the panther will appear above the fountain at Place Saint-Michel, a stone’s throw from Notre Dame, activated through a QR code. It will also be featured in London’s Piccadilly Circus, on Paris’ Pont-Neuf and at the Shanghai Exhibition Centre.
The campaign, directed by photographer and filmmaker Sølve Sundsbø, combines moving images and static versions where the panther merges with the maison’s lettering. According to Cartier’s Chief Marketing Officer Arnaud Carrez, the aim is to surprise with unexpected formats that reinforce the brand’s free-spirited creativity.
The panther, first introduced in 1914 with the Panthère bracelet-watch, has evolved from a decorative motif into Cartier’s eternal symbol. This bond, strengthened by legendary creative director Jeanne Toussaint —famously nicknamed “la panthère”— has inspired jewellery, watches and campaigns with ambassadors such as Zoe Saldaña, Blackpink’s Jisoo and Timothée Chalamet.
Most strikingly, no product appears in this first phase. Cartier seeks to spark curiosity and consolidate a new creative direction that, in the coming months, will expand with launches, activations and a major exhibition in Rome, alongside the ongoing showcase at London’s Victoria & Albert Museum.
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