Cartier's panther pounces on the world stage

Cartier is putting its iconic panther back in the spotlight with a new international campaign that blends heritage and contemporary flair.

Done in collaboration with WPP Media, the campaign’s global rollout spans locations including Paris, New York, London, Shanghai, Seoul, and Las Vegas, where monumental displays aim to capture attention and spark imagination.

Cartier has also partnered with publications such as the New York Times and Financial Times, with the latter breaking its 132-year tradition by adapting its signature salmon paper for a one-off over-cover.

Don't miss: Ralph Lauren brings mascot to life in animated debut

Digital experiences complement the physical displays, with QR codes linking audiences to immersive content and social media amplification reinforcing engagement.

Since first appearing in 1914 under jeweler and fashion designer Jeanne Toussaint’s direction, the panther has symbolised freedom, elegance, and style for the Maison. The latest campaign seeks to reinvent these codes while paying homage to its legacy.

Through the campaign, Cartier positions the panther not just as a historical emblem, but as a living, contemporary symbol of the Maison’s identity. It is a reminder of the brand’s capacity to innovate while staying true to its heritage, inviting audiences worldwide to rediscover the timeless allure of its emblematic feline.

"We are proud to have supported Cartier in the distribution strategy of this ambitious campaign. Each activation was carefully designed by more than 40 local market teams to enhance the Maison's unique identity and create a lasting global impact," said Jeanne DiMaira, Richemont global account director at WPP Media.

In tandem, Caroline Kovacs-Lopez, Cartier global lead at WPP Media said, "This exceptional campaign is the result of a particularly close and rich collaboration with Cartier, which allowed us to translate their creative vision into an extraordinary global multi-device strategy in every respect, offering a coherent and captivating experience that resonates with the most discerning audiences." 

Cartier is not the only brand spotlighting an animal mascot lately. In June, Qantas brought its whimsical flying turtle to life in Singapore through the airline’s first 3D anamorphic billboard in the market.

Created with Heckler Singapore, the installation formed part of Qantas’ “Australia in the Sky” campaign and marked a new chapter in the airline’s regional storytelling. Using Qantas aircraft windows as a framing device, Heckler created a 3D illusion of the turtle soaring through the clouds, combining brand cohesion with visual depth.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
KL Tower marks comeback with debut of official mascot   
TNB's cat mascot Jero gets an animated makeover     
Tiffany & Co. partners multidisciplinary artist to celebrate Year of Snake