Cartier and Publicis Luxe Pay Homage to the French New Wave with Rami Malek, Catherine Deneuve and Guy Ritchie

An expression of the avant-garde, Cartier’s iconic Tank Française connects us to Paris and its creative freedom, an attribute captured so perfectly by the French New Wave and within the city itself. So, it seemed only fitting to film the return of the Tank Française along one of the Paris’s most iconic features, the Seine, between the Left and Right banks, illustrating its prominence as a heroine of yesterday and today.

To accompany the campaign’s main film, Publicis Luxe and Cartier organized interviews with director Guy Ritchie, Rami Malek, and Catherine Deneuve to pay tribute to French culture, Cartier’s savoir-faire, cinema, and ultimately bring the story of a Cartier icon to life.
The campaign launched on January 17 worldwide.
See also Cartier Tank Française: The Interview between Rami Malek and Catherine Deneuve, as well as the behind the scenes film. The director Guy Ritchie also gives an interview here

Business Affairs music : Camille Masse (Prodigious)
Business Affairs figurants & inspirations films : Catherine Oger (Prodigious)
Post-production digital assets : Mass Corporations


BRAND : CARTIER INTERNATIONAL
Sr Vice President Chief Marketing Officer: Arnaud Carrez
International Creative Communications Director : Emmanuelle Guillon
Creative Product Content Director : Marco Terroni
Creative Content Group Manager : Charlotte Temam
Creative Content Project Manager : Bettina Ghinozzi
Creative Product Content Post-Producer : Valentine Karas

AGENCY : PUBLICIS LUXE
Creation : Antoine Bonodot
Creation Film, Digital & Print : Adrien Cussonneau, Alexandre Jean-Marie, Gaël Cornet
Commercial: Amandine Ribeiro, Iris Decoux, Sofia Silva Rodrigues, Laurence Levy
TV production: Christine Bouffort
Art buying : Emma Boutami