Publicis HK launches unlockyourwish.hk inspired by the colourful Amulette de Cartier collection

Publicis Hong Kong have launched unlockyourwish.hk, a mobile experience inspired by the colourful Amulette de Cartier collection and featuring artworks by local illustrators. The experience invites users to select one of ten amulets, each with its own colour and representing a wish like luck or serenity. Users are then able to choose from a range of unique custom illustrations inspired by that wish, the end result being a shifting, spinning, kaleidoscopic GIF.

The vibrant illustrations were created by five Hong Kong artists and dreamt up exclusively for this experience.

“A wish is one of the deepest expressions of your heart, and so is art,” said Gianni Gurnani, Associate Creative Director and lead creative on this effort. “We asked the artists to express the essence of these wishes in order to bring the fantasy of Amulette de Cartier to life.” The five artists invited to contribute were Mickco, Lio Beardsley, Wendy Tang, Pirate, and Kitty N. Wong.

The mobile experience leads users to Cartier boutiques across Hong Kong and Macau with the option to collect a personalised print of their wish at the location of their choice. “It’s not just about personalization in the digital world,” added Winnie Kwong, Associate Account Director. “It’s also about rewarding users with something real and emotionally valuable and, driving footfall to Cartier boutiques.”

Jacqueline Lam, Business Director at Publicis Hong Kong, said of the project, “Luxury brands must find ways to their audience into their world in an accessible and engaging way, especially when targeting a younger demographic. That’s why we explored lighter forms of media like GIFs which are fast to generate while maintaining the sophistication and elegance of Cartier in the execution.”

Credits –

Illustrators : Wendy Tang, Mickco, Lio Beardsley, Priate, Kitty N. Wong