Cartier and WPP Media debut panther campaign across key cities

Cartier has launched a worldwide campaign featuring its emblematic Panther, with WPP Media orchestrating a large-scale distribution strategy across key markets. The initiative reinterprets the heritage of the Panther, first introduced in Cartier’s creations in 1914 under Jeanne Toussaint, while presenting it through a contemporary lens.

The campaign seeks to capture attention through a mix of striking displays, high-profile press collaborations and immersive digital experiences, positioning the Panther once again as a central symbol of Cartier’s identity.

Global visibility through iconic formats

WPP Media has rolled out the campaign across landmark locations in Paris, New York, London, Shanghai, Seoul and Las Vegas. Monumental outdoor formats were selected for their cultural significance and visual impact.

Print activations include collaborations with major publications such as The New York Times and The Financial Times. In a first for its 132-year history, the Financial Times departed from its signature salmon-colored paper to feature a special over-cover dedicated to the campaign.

Blending digital and physical presence

Digital interaction plays a key role, with immersive content accessible via QR codes integrated into the media plan. These experiences are amplified by targeted activations across social platforms, extending the campaign’s reach and engagement.

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

Heritage reimagined

The campaign reaffirms Cartier’s balance between honoring heritage and embracing modernity. By placing the Panther at the center of a global multi-channel media strategy, Cartier strengthens the link between its historical identity and contemporary creativity.