In a region where discussions about love are often shaped by tradition and taboos, our goal was to spark a heartfelt, public conversation that celebrates love in all its manifestations. #ABtalks is an interview series that invites celebrities and thought leaders to drop their guard and answer the host’s disarming question, “How are you really doing?”. For the Love in All Its Forms special with Cartier, we set out to normalise vulnerability, explore romantic, familial, platonic, and self‑love stories across generations, and challenge assumptions about gender roles.
We curated a diverse roster of five high‑profile duos of Cartier’s Love Campaign: actors Yousra & Khaled Selim, television host Ria Abi Rached & actor Dhafer L’Abidine, actors Tara Emad & Ahmed Malek, model Kenza Fourati & film producer Dorra Bouchoucha, and producer Mohammed Al Turki & model Afef Jnifen, whose different backgrounds mirror the multicultural fabric of the Middle East. We also sought to align authentically with Cartier’s Love campaign, using storytelling rather than advertising to build affinity for the brand.
Finally, we wanted to extend #ABtalks’ mission of revealing the “Human Behind The Title” to new digital audiences through a multi‑platform partnership, proving that purpose‑driven content can break through in luxury marketing.
To realise this vision, we designed a multi‑phase, multi‑platform approach anchored in #ABtalks’ long‑form interview format. We filmed the 30‑minute episode at a sophisticated set that honoured Cartier’s timeless aesthetic, surrounding our guests with warm lighting and minimalist décor to evoke intimacy.
Host Anas Bukhash prepared deeply researched prompts but relied primarily on curiosity and his signature opening “How are you really doing?” to encourage unguarded conversation. The unscripted panel dynamic allowed the couples to comment on each other’s stories, highlighting generational differences and common threads.
Our production team coordinated the complex logistics of bringing together five celebrity jols from different countries while ensuring gender‑balanced representation and cultural diversity.
Cartier’s involvement remained subtle: there were no product placements or talking points. Instead, the brand’s commitment to love was expressed through co‑branding in the title, on‑set jewellery styling, and the inclusive topic itself.
Distribution unfolded in stages. We released the full episode on YouTube with English and Arabic subtitles, then published audio versions on Apple Podcasts, Spotify, and other platforms to reach commuters and podcast listeners. Ahead of launch, we teased the collaboration with personalised video messages from each couple and a polished trailer across Instagram, TikTok, Facebook, and X. During the premiere week, we posted short clips, highlighting moments like the partners recalling how they first met or discussing generational definitions of love, tailored for Reels, Stories, and TikTok. One short on generational love alone garnered over 51,900 views and 938 likes, demonstrating the power of bite‑sized luxury storytelling. To maintain momentum, Anas hosted live Instagram Q&A sessions where fans could ask him and the guests questions.
The "Love Eyes" and "Questions About Love" posts created strong moments of audience interaction, showing that intimate, emotionally intelligent content resonates strongly with Cartier's target audience.
This integrated distribution, blending digital and physical touchpoints, allowed us to meet audiences wherever they consume content and ensured the conversation extended beyond the episode itself.
The campaign’s combination of emotional depth and strategic distribution delivered measurable impact and lasting resonance.
On YouTube, the full episode amassed 479,538 views, 13,000 likes, and more than 921 comments by May 1, 2025, while the channel’s nearly three million subscribers drove sustained engagement well beyond launch. Across Instagram, our Reels, Stories, and the “Love Eyes” posts generated over 6.4 million views, with comments describing the content as “real,” “moving”, and “like FaceTiming a friend.”
TikTok clips resonated with Gen Z audiences, achieving tens of thousands of interactions. The generational love Short on YouTube reached 51,908 views and 938 likes.
In total, the multi‑platform campaign reached more than 8.8 million people and delivered 21.5 million impressions with 881,000+ meaningful interactions according to our analytics. On Apple Podcasts, #ABtalks continues to hold a 4.6/5 rating with 155 reviews, demonstrating listener trust and loyalty.
Qualitatively, the special advanced #ABtalks’ mission of destigmatize conversations about relationships and mental health. Viewers and listeners repeatedly thanked the guests for their vulnerability and noted how the discussion inspired them to reflect on their own relationships.
Cartier benefited from elevated brand perception; audiences saw the luxury house as a champion of authentic love rather than a distant advertiser. The results confirm that meaningful storytelling can deliver both reach and resonance, strengthening community bonds and brand equity.
