• Situation : Over two years ago, Cartier appointed us to conceptualize a series on the Maison History.

• Brief : An invitation to experience and share the world of Cartier. A dynamic amalgam of past and present that merge into one inimitable style. These episodes narrate defining epoques, states-of-mind, inspirations and moments that shaped the Cartier culture. They are modern narratives of influence and inspiration. They give sense to Cartier culture and transgress time. They can be longer or shorter, dynamic or slower, more serious in tone or lively. They are always contemporary, coherent, entertaining and monumental. But never in form of a historical documentary.

• Objectives : Tell the story of Cartier as a perpetual transgression of time, through episodes of 2 min. Travel, thanks to the discovery of the culture of the House. Modernize and restore value to the jeweller’s heritage. Learn from time, character, style.

I thought of l’Odyssée as a visit to Cartier’s heritage. The films start with a monumental and endless gallery, a metaphor for the History of the jeweller.

The camera wanders there and then enters rooms. Each room has its own universe, its decor, its spectacular installations that tell the story of the Maison, founder of the Cartier style.

Throughout the chapters, L'Odyssée de Cartier crosses time through small and big stories and plunges into the heart of the House’s style. Royal courtyards, distant inspirations, fauna, iconic creations, great clients: the 20th century scrolls to the rhythm of a rapturous narrative, interpreted by french actor Édouard Baer. The narrator transmits sensations. It's not a story, it's a feeling. A creative dialogue between the past, the present and the future of the House.

For Cartier the strategy is to go beyond the classical corporate communication norm in order to nurture brand equity and establish the permanence of Cartier's style. This also means to engage and educate the audience on singularity of the Maison style and create a new rendezvous through a new "owned" channels format.

The Production Agency has developed a concept of films available for every stylistic influence of the jeweler and imagined stories to give a voice to the culture of the House. L'Odyssée capitalizes on Cartier’s historic heritage to claim its eternal values of authenticity and avant-garde. The strong concept and contemporary scenography contribute to modernising the brand image by addressing an ever more global, young and demanding audience.

Implementation: The real challenge of these shootings is to gather on the same week so many jewels of inestimable value. It is a real first for this jeweller to make so many unique creations available for films. And a big challenge for the production: these jewels are real stars, their agendas are very busy and their safety is millimeter. For the realization of monumental sets, we also need very large studios: Studios of Bry-sur-Marne or Epinay-sur-Seine. The team is composed of about forty people.

Timeline: The creative work takes several months. The pre-production starts 2 months before the shooting. Two episodes are shot at the same time over four days. The post production lasts 2 months.Placement: The series is broadcast on a wide variety of media: worldwide website, social networks and airlines. Scale : Instagram feed, stories & TV. For Facebook, Linkedin & Twitter a 15' movie introducing the stories.

Reach: 408 000 000 impressions

Engagement :

- Video fully viewed : 11 000 000

- Completion rate = 27%

- Highly qualitative engagement - 70% valuable comments bellow program posts

Impact :

- 78% of comments related to the program aesthetic and narrative

- 22% of comments conveying deep sense of belonging to the Maison

- Over 500 online publications related to L'Odyssée de Cartier

- 1,3 millions clicks