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Marriage proposal is the most beautiful moment in your life. At that moment, the air seems to freeze, you hear the resonating ‘Marry me?’ a few times in your head. Diamond symbolizes the tear rolling down your cheek and the choice that you make to spend the rest of the life together…
Cartier made three proposal commercial films for its latest campaign, presenting the most emotional and romantic love with Italian director, American playwright and European actors (I guess Asians aren’t that romantic).
Cartier, True love has a colour and a name – Trailer
“True love ought to give itself a color and name”, this is not only a branding slogan but a conclusion of love defined by Cartier. To generate interest from consumers, some incentives are needed. We could see the creative use of elements like kiss, eye contact, footstep, gentle touch and the sound of heart-beat that only one can hear, all of which to trigger the common memory in every consumer’s mind—love.
(A huge round of applause for creative director of Cartier and director of the film)
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About Author
Bruce
Bruce participated in various domestic and international commercial production, film launch and theater marketing; worked in creative script team of Beijing Branch, Densu Group (Japan); worked as a director for Gamania. He currently served as section manager in product development department in GJP.
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