The Cartier North America Public Relations team approached Black Flower Agency to assist in kicking off their Icons campaign. The campaign highlighted the partnership between Cartier and Assouline for the launch of the book, Making Jewelry Modern, which showcased Aldo Cipullo’s creations of the iconic Love & Juste un Clou collections. The experiential in-home kit was sent to press across 25+ cities in the US and Canada, to create a buzz worthy social media impact ahead of the digital presentation hosted by Cartier leadership.
The agency’s role was to manage the kits from conceptualization to execution of all hand deliveries, while ensuring the nostalgic feeling of 1970’s NYC was portrayed. While evoking vibes of the prime Studio 54 era, the life-size toolbox also emphasized the “nail & screw” aspect from both jewelry collections. The toolbox held the Assouline book and other nostalgic items such as: a retro boombox that played a 1970’s disco cassette tape, Andy Warhol candle, vinyl record coasters, vintage NYC postcards, NYC Skyline playing cards, custom printed matchboxes with the Cartier Love motif, a mini bottle of Cartier champagne, calligraphed welcome note and notecard with QR code directing guests to a Spotify playlist of 1970’s disco tracks that was custom-curated by Electric Lady Studios. Hand-deliveries were simultaneously made in all cities in luxury SUV’s by models dressed in classic 1970’s outfits.
The experiential in-home kits were well received and successfully created the positive impact on social media that Cartier had hoped to achieve.
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