Goals and objectives
In celebration of the 100th anniversary of the iconic Trinity ring, Cartier partnered with T Brand Studio, the content studio of New York Times Advertising, to create a campaign that would honour the legacy of love symbolised by the three interlocking bands of gold. The campaign was built around three core objectives:
- Reaffirm Cartier’s brand leadership in the space of love.
- Reach new, diverse, and global audiences beyond the traditional luxury consumer.
- Ignite desire for the Trinity collection by showcasing love in its many authentic forms.
The campaign was designed not only to celebrate a century of Trinity but also to inspire a new generation to connect with Cartier’s enduring values of love, inclusivity, and emotional connection.
Surprising Insights
The campaign revealed the surprising effectiveness of emotion-based targeting. By predicting and identifying content likely to evoke love, Cartier was able to reach audiences in moments of emotional openness—regardless of whether the article explicitly mentioned love. This innovative approach unlocked new ways to connect with readers based on how they feel, not just what they read.