By RACHEL STRUGATZ at WWD
Cartier will launch the first leg of its second digital “Painted Love” campaign for its Love jewelry line Nov. 9 — on Facebook. It will mark the first time the luxury brand has marketed on Facebook, where it boasts more than 280,000 fans. “A digital platform is a wonderful medium to express creativity,” said Corinne Delattre, head of communications at Cartier International. “The digital landscape is in constant evolution and with that, our role as communicators evolves daily. Our mission is to keep the timelessness of our maison in the reign of the ‘endless now.’” In partnership with The Hours, the four-and-a-half-minute short film is set to a backdrop of music from French band Air, and Brooklyn-based Waverly Films. The first of three parts, it features a painter in New York City in search of his creative vision of a woman — who ultimately loses touch with reality. He can’t get his vision right, so he goes out in the world — and his life becomes the fantasy that he’s created in his paintings. “The way Cartier envisioned the Love project was by initiating exclusive and original collaborations and highly creative synergies between the music and the image worlds,” said Leslie Dubest, co-founder and chief creative officer of The Hours. “Emotion through art engages digital conversation. This is the new marketing.” Cartier hosted an event and screening Tuesday at the Thompson LES hotel’s penthouse here, and events in Paris and Tokyo will follow. In 2007, the brand released its first digital campaign, “How Far Would You Go for Love,” where Olivier Dahan directed a dozen short films that featured models such as Helena Christensen and Marisa Berenson.