Cartier Campaign Turns L’Équipeur & Mark’s Fitting Rooms into Relatable Vignettes
MONTREAL – Cartier has launched a nationwide campaign for mark’s/L’Équipeur that reimagines the often-awkward fitting room experience as a source of charming, relatable storytelling. The creative initiative, rolling out across Canada through November 2025, aims to connect with a diverse range of shoppers by showcasing authentic moments of life as they try on clothes.
The campaign centers around short “fitting room stories” depicting varied shopper profiles and styles, capturing the small interactions - seeking a freind’s opinion, receiving candid feedback, or engaging in lighthearted debate – that resonate with everyday consumers. “The important thing for us was therefore to start from insights fair and which ring true, by showing authentic characters representative of different profiles of shoppers that we would like to see at L’Équipeur,” explains Sokphea Pes, creative director at Cartier.
These vignettes are being deployed across multiple platforms including video, in-store displays, web banners, and other content. Joëlle Laferrière, designer-editor at Cartier, adds, “We wanted to create charming, funny and authentic slices of life. We spent a lot of time looking for those little moments that we all experience while shopping, like seeking approval from a friend, receiving sometimes awkward compliments from your chum or be part of somewhat absurd discussions.”
The campaign is a strategic effort by Mark’s/L’Équipeur to enhance brand engagement and appeal to a broader customer base by humanizing the shopping experience.
Client: Mark’s / L’Équipeur
Vice President of Strategic Marketing: Sean Goodwin
Marketing Specialist Managers: lindsay glover, Sarah Gadhoke
Marketing Specialist: Hayley Fitzgerald
agency: Cartier
Advisory Vice-President: Audrée Couture
Advisory management: Catherine Lapointe
Supervision-conseil : Candice Kitagawa
Project management: Anabelle Roy, Marianne Ossa
Strategy Vice-president: Victor Dagenais-Benoit
Strategic planning: Amélie Martin
Content strategy: Florence St-ignan
Creative Vice-President: Sébastien Pelletier
creative direction: Sokphea Pes
Artistic direction: Antoine Buteau, Arnaud Deneux
Editorial design: Joëlle laferrière, Crystal Beliveau
Creative direction, content: Harold Beaulieu
Writing design, content: Jérémie Brassard
Agency production: Julie Gervais, Mélissa Lépine, Yvonne Carpentier-Wheeler
Videographer/content editor: Jean-Sébastien smith
Production management: Marylène Rochefort
Production management: Sandra St-Pierre
Graphics: Solenne Leost, Pierre Rochefort
Partners:
Production house: SOMA
Director: Olivier Labonté LeMoyne
Producer: Simon Corriveau Gagné
Studio de son : Cult Studio
Postproduction: Archetype
Photography: Kelly Jacob
Media: Touché!, CTDI
