To celebrate the new version of its famous Tank Française watch, luxury brand Cartier has teamed up with Snapchat for an augmented reality creative.
A worthy heir to the timeless Tank watch and French style, Cartier has imagined a journey through time on Snapchat using a portal lens, a totally immersive augmented reality format that plunges Snapchatters into the heart of a brand universe.
Cartier Tank watch
An expression of a certain avant-garde spirit, the Tank Française connects us to Paris, its freedom and creativity.
Through this portal lens, we go back in time to 1917, in the middle of Paris, on the Alexandre III bridge, and by moving our smartphone sideways, we navigate in a postcard Paris and through the fashions, both masculine and feminine.
Simply click on the following periods, first 1936, then 1977, until 2023, to take a leap in time and discover the models that have marked the history of Cartier’s iconic watch.
The new version of the French Tank appears at the end and by sliding your wrist behind your smartphone, you can try it on.
Particularly realistic finishes allow you to visually appreciate the smallest details of the new version of the famous watch, which reinvents itself and stands the test of time, thanks to the intelligence of its design.
Launched in 1996, the Tank Française debuted a metal bracelet in perfect harmony with the case, becoming an immediate member of the great Tank family. A monobloc metal design that Cartier is radicalising with this brand-new version.
“More than 250 million people interact with augmented reality on Snapchat every day”, said Geoffrey Perez, Head of Global Luxury, Snap Inc.
“Our technology opens up previously unimaginable creative possibilities, helping to make the luxury industry even more personal, accessible and practical.
“Cartier is once again pushing the limits of this creativity and innovation by creating an engaging medium and allowing Snapchatters to discover, by period, the different variations of its iconic watch and to try it on their wrist in augmented reality.”
Arnaud Carrez, Senior Vice President, Chief Marketing Officer, Cartier, said: ”Times change but the elegance remains the same: that’s what we tried to express in an immersive way thanks to our partnership with Snap, which put augmented reality at the service of the discovery of the new Tank Française.” said