Cartier Dazzles In ‘Oceans 8’
Integrating into a storyline lives forever, the value is so significant it can’t possibly be measured.
“It all begins with a need to advertise, then finding the right story, and inserting yourself into content, leveraging its power. In a time of uproar, economic downgression, and “selling” sensitively, pairing products with stories on-screen is more valuable than ever before.“
The 2018 megahit heist film ‘Ocean’s 8’ was a feast for the eyes. The A-list female cast was dressed in tailored velvet suits, lavish gold gowns, and best of all, several pieces of eye-catching Cartier jewelry, which includes the famed Toussaint necklace, the object of the heist. The jewels featured in the film were the product of a robust partnership between the production and Cartier. And working behind this partnership was Pierce Media & Associates.
“Ocean’s 8,” stars a all female A-list case; Sandra Bullock, Cate Blanchett, Anne Hathaway, Mindy Kaling, Rhianna, Akwafina, Sarah Paulson, and Helena Bonham Carter, and is the newest edition to the "Oceans" franchise. Directed by Gary Ross, the movie witnesses Danny Ocean's sister Debbie as she assembles a female crew to pull off an incredible heist at the famed Met Gala in New York City. Naturally, the jewels worn in the movie need to be dazzling. Cartier came to the rescue, recreating a spectacular historic high-jewelry piece for the movie, which took center stage as a character of its own.
The diamond necklace in its original format was first designed by Jacques Cartier in 1931 for the Maharaja of Nawanagar. At that point in time, Cartier's Creative Director, Jeanne Toussaint, was instrumental in creating the brand's bold identity and spirit. The necklace no longer exists, but it’s drawings are preserved in the Cartier archives. The brand turned to those sketches for the re-created Ocean's 8 necklace.
In memoriam of the dazzling partnership Cartier hosted a series of events including a in store press event in their flagship store scene in the film on Madison Avenue in New York City announcing the partnership. Cartier with the help of PMA deployed a multi layered marketing strategy around the promotions of the film which included sponsorship across the world premiere of the film.
