Cartier Campaign Turns โคL’รquipeurโค & Mark’s Fitting Rooms into Relatable Vignettes
MONTREAL โ – Cartier has launched a โnationwide campaign for mark’s/L’รquipeur thatโ reimagines the โoften-awkwardโฃ fitting room experience as aโ source ofโฃ charming, relatable storytelling. The creative initiative, rolling โout โacross Canada through November 2025, aims to connectโฃ with a diverse range โof shoppersโฃ by โshowcasing authentic moments of life as they try on clothes.
The campaign centers around short “fitting room stories” depictingโ varied shopper โคprofiles and โคstyles, capturing the small interactions โ- seeking a freind’s opinion, receiving candid feedback, orโข engaging in lighthearted debate – thatโข resonate with everyday consumers. “The important โthing for โus wasโค therefore to โstart from insights fair and which ring true, by showingโข authentic characters representative of different profiles of shoppers that weโค would like to see at L’รquipeur,” explains โSokphea Pes, creative director at Cartier.
These vignettes are being deployed โขacross multipleโฃ platforms including video, in-store displays, web banners,โ and other content. Joรซlle Laferriรจre, โdesigner-editor at โCartier, adds,โฃ “Weโ wanted to create charming, funny and authentic slices โฃof life. We spent a lot of time โlooking for those little โmoments that weโ all โexperience while shopping, like seeking approval from a friend, receiving sometimes awkward compliments from โyour chum or be part โฃof somewhat absurd discussions.”
The campaign is a strategic effort โby Mark’s/L’รquipeur to enhanceโ brandโฃ engagement โฃand appeal to a broader customer โฃbase byโ humanizingโข theโ shopping experience.
Client: Mark’s / L’รquipeur
Vice President of Strategic Marketing: Sean Goodwin
Marketing Specialist โManagers: lindsay glover, Sarah Gadhoke
Marketing Specialist: Hayley Fitzgerald
agency: โฃCartier
Advisory Vice-President: โAudrรฉe Couture
Advisory management:โ Catherine Lapointe
Supervision-conseil : Candice Kitagawa
Project management: Anabelle Roy, Marianne Ossa
Strategy Vice-president: Victor Dagenais-Benoit
Strategic planning: Amรฉlie Martin
Content strategy: Florence St-ignan
Creative Vice-President: Sรฉbastienโ Pelletier
creative โdirection:โฃ Sokphea Pes
Artistic direction: Antoineโข Buteau, Arnaudโ Deneux
Editorial design: Joรซlle โlaferriรจre, Crystal Beliveau
Creativeโ direction, content: Harold Beaulieu
Writing design, content: Jรฉrรฉmie Brassard
Agency production: Julie Gervais, Mรฉlissa Lรฉpine, Yvonne Carpentier-Wheeler
Videographer/content editor: Jean-Sรฉbastien smith
Production management: Marylรจne Rochefort
Production management: Sandra โคSt-Pierre
Graphics:โ Solenne Leost,โ Pierre Rochefort
Partners:
Production house: SOMA
Director: Olivier Labontรฉ โLeMoyne
Producer: Simon Corriveau Gagnรฉ
Studio de son : Cultโข Studio
Postproduction: Archetype
Photography: Kelly โJacob
Media: Touchรฉ!,โ CTDI