For the launch of its new Pasha watch, Cartier unveils a new campaign highlighting a community of unique personalities who are changing the codes of success by forging exceptional and diverse paths of creativity.
The multimedia campaign fronted by five extraordinary talents, Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang, to be disseminated across the world, marks the celebration of the launch of the new Pasha watch, a cult watch marked by its distinctive codes and extraordinary design.
Since its creation in the 1980s, the Pasha watch has embodied a certain idea of success that is evident in its extroverted design, and graphic singularity. As edgy as ever, the new Pasha remains unique, yet in tune with new generations of creators, who owe their success to their differences, creativity, and multidisciplinary talents.
Cartier’s new campaign recalls the unique ability of these creators to transcend preconceived ideas and forge new, exceptional paths towards achievement. The Maison entrusted the articulation of this vision to New York fashion photographer Craig Mc Dean, with images centered around the new Pasha ambassadors Rami Malek, Troye Sivan, Willow Smith, Maisie Williams and Jackson Wang.
Beginning on September 4, the campaign will feature billboards in capitals of the world, as well as print advertising in major newspapers and fashion and lifestyle magazines. Furthermore, Cartier is unveiling a movie featuring these 5 exceptional talents who reveal a glimpse into their world inhabited by creativity, assertiveness and versatility, as well as 5 short movies, each dedicated to one of the talents.
Viewers will be able to see and explore the movies through the Maison’s website www.cartier.com as well its social media platforms.
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