The Brief:
Cartier was celebrating the 100th anniversary of its iconic design Trinity with a travelling pop-up exhibition and wanted to publicise and raise awareness of the Trinity’s 100-year legacy.
The Strategy:
To get word of mouth buzz about the Trinity anniversary, we conceptualised a social campaign around the idea of community. It featured 50 local celebrities and personalities in the lead up to the opening of the pop-up.
The campaign also unveiled Cartier’s original collaborative “Imagine Infinite Circles Project” at its immersive pop-up, showcasing 30 of over 100 artworks from Cartier’s community of creatives to pay homage to the Maison’s universal icon. Spanning over 674 sqm, media and local personalities were also invited to an exclusive preview session, where they were taken through a tour of curated interconnected rooms at the pop-up that spotlight the journey of Trinity from its creation to its iconic status today.
The event combined a press preview and an evening celebration attended by Singaporean and regional media and personalities from Southeast Asia & Oceania, as well as global brand ambassadors JISOO and Jackson Wang.
The Outcome:
The event was oversubscribed, with the project garnering record coverage across print, web and social platforms.