Cartier revisited its iconic panther in a new way for the campaign, which will run from late 2025 to early 2026. Instead of focusing on images of powerful adult panthers, the campaign features a group of playful cubs, aiming for both fantasy and intimacy.
The campaign centers around the 2025 holiday video "13 Rue de la Paix." Set in the Parisian flagship store, 13 Rue de la Paix, the film features leopard cubs emerging from paintings hanging in the store at night and running through the space. Wrapped in red ribbons and opening jewelry boxes, they create a fairytale-like experience of the gift-giving season. Cartier seamlessly integrates its signature products, such as the Love Unlimited bracelet, the Panthère de Cartier ring, and the Tank Must watch, into this flow. Instead of full-page descriptions, the products are presented through action within the scene, placing the gift-giving moment at the center of the film.
This year-end strategy can also be interpreted as a shift in symbolic direction. Cartier's leopard has long been portrayed as a symbol of freedom, independence, and strength. Conversely, the baby leopard bridges the gap with cuteness and curiosity. The brand maintains its prestige while broadening its emotional reach to connect with a wider audience. Another notable aspect is the strategy of delivering meaning through short video clips, targeting platforms like TikTok and Instagram. The use of advanced computer graphics has been praised for creating a lifelike, fantasy-like feel while also maintaining a sense of fantasy.
The leopard cub's appearance is also linked to a large-scale outdoor video campaign. Starting in September 2025, a giant 3D leopard will appear on screens at major landmarks, including Shinsegae's main store in Seoul, Tokyo's Shibuya, and the Las Vegas Sphere, capturing attention. While the overwhelming scale of its movement across the city established the brand's authority, the holiday season leopard cub transforms the same symbol into a heartwarming narrative.
Cartier's Cub Leopard campaign reinterprets the traditional panther icon through a contemporary visual language. It aims to create a magical atmosphere appropriate for the gift-giving season, build a character icon suited to digital expansion, and broaden the reach of future consumer segments.
