Still from the Chaumet "Revelations" short video
French jeweler Chaumet is partnering with the Académie des César to highlight young French actors in its “Revelations” project before the winners of the 40th annual César Awards Ceremony are announced Feb. 20.
The jeweler has been the official sponsor of the Académie since 2005 and regularly hosts a special evening event to honor the nominees. The brand also hosts an exhibition of photographs of the young actors, which this year has been expanded into a short film.
"The Relevations project and related sponsorship of the 40th annual Cesar Awards Ceremony shines an international spotlight on Chaumet's reliance on and inspiration from a vibrant and evolving French film community," said Christine Ferrell, marketing director for the Global Luxury Management program at NC State University’s Jenkins Graduate School of Management, Raleigh, NC.
Ms. Ferrell is not affiliated with Chaumet, but agreed to comment as an industry expert.
Chaumet was unable to respond directly before press deadline.
City of lights, camera, action
This year French photographer Mathieu César was responsible for the production of the video and accompanying images. Actresses and actors included in the project include Félix de Givry, Lolita Chammah, Joséphine Japy, Kévin Azaïs and Assa Sylla.
The video opens with the image of a photographer aiming a large camera and goes on to show the actresses and actors posing behind-the-scenes in various stages of a photo shoot. The video is black-and-white and accompanied by a haunting acoustic soundtrack.
The scenes are incredibly surreal and include three men pointing guns in an elaborate room, a woman sitting on a horse in front of a white backdrop and a woman in a lace veil with tears on her cheeks.
Actress Ariane Labed in Chaumet "Revelations"
Other photographs show an actress lost in room of mirrors and a woman walking down a corridor while hands grab at her from holes in the sides of the walls. The aesthetic is slightly sinister with smoke in the background and ambient lighting.
Actress Lou de Laâge in Chaumet "Revelations"
Chaumet shared the video and images from the shoot on their Facebook page. The brand also shared pictures from the Chaumet private Salons at 12 Place Vendome where the young actors attended an evening gala with their more established mentors.
Actress Armande Boulange gets ready backstage
Festival fanatics
It is often beneficial for brands to be involved in film awards because actresses and actors are typically helpful publicity tools. While Chaumet chose a French ceremony that highlights its cultural routes, other brands have helped promote different competitions.
For instance, German automaker Audi and Swiss watchmaker Piaget attempted to target a highly-educated, tech-savvy and intelligent audience by sponsoring the 2012 Film Independent Spirit Awards in Santa Monica, CA. 2012 was Audi’s first year as a sponsor, but Piaget has made a name for itself at the awards in the past as a five-year sponsor. The awards took place Feb. 25 (see story).
Another jewelry brand, Chopard, worked with the Cannes film festival to promote its product in 2013. Chopard feted its new sustainable luxury initiative called “The Journey” by releasing the first two ethically made pieces on the red carpet at the 66th Cannes Film Festival in Cannes, France.
The Swiss jeweler worked with consultancy firm Eco-Age founder Livia Firth and the organization’s Green Carpet Challenge program to kick-start its sustainable line. Chopard unveiled the first two pieces during a celebrity-packed event while consumers could follow along on the brand’s Cannes Film Festival Tumblr account (see story).
This involvement in the film industry goes beyond good publicity for the brands involved. Being associated with arts and culture gives brands like Chaumet a special legacy that will continue to inspire consumers for years to come.
"The Chaumet brand is the embodiment of the interconnection among the arts, fashion and design, and luxury... To be part of, inspired by, living art is essential to the lifeblood of the brand," Ms. Ferrell said.
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York