Cartier launches renewed Santos with tailored wrapper

April 24, 2018
SCMP Updates

Illustrated advertorial recounts legendary watch’s creation and pays homage to visionaries Alberto Santos-Dumont and Louis Cartier

As a tribute to its legendary Santos watch, and to promote the updated version of this renowned timepiece, Cartier wanted to retell the true-to-life saga of its creation as a result of the friendship between pioneering aviator Alberto Santos-Dumont and Louis Cartier.

The Santos is Cartier’s first men’s wristwatch, conceptualised by Louis Cartier so that Santos-Dumont could tell time at a glance, instead of having to retrieve a fob watch.

The SCMP Advertising & Marketing Solutions team had set a precedent for success with an earlier Cartier campaign "CELEBRATING 100 YEARS OF TANK", so the luxury brand again sought the team’s assistance to promote the refreshed Santos.

The SCMP team proposed a high-profile, beautifully illustrated wrapper featuring an advertorial in the format of a flight journal, chronicling Santos-Dumont’s crucial role in aeronautics, then recounting the watch’s creation and introducing the updated Santos, while simultaneously reinforcing Cartier’s standing in horological history.

To deliver this customised wrapper, the SCMP Advertising & Marketing Solutions team handled a broad range of tasks including creative development and adaptation for local Chinese newspapers HKET, HKJ and Ming Pao.

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