A 2 minute manifesto film that takes the audience through 70 years of

extraordinary storytelling, narrated by Grammy Award winning artist Alicia Keys. Iconic, historical and new imagery edited to an original sound track that captures the brand’s epic trajectory. From humble alpine roots in 1952, an expedition to the summit of K2 to the cutting edge of modern culture with Moncler Genius. We see the brand’s profound fashion evolution from the mountain, to the runway and beyond.

To celebrate their 70 year anniversary Moncler wanted to create a brand film that captured the journey of the brand from the summit of K2 to the streets of Milano and the peaks of luxury fashion. Telling their entire brand story, history and mantra in a single execution. With goal of introducing Moncler's ‘Brand of Extraordinary’ positioning to consumers in an authentic, inspiring and emotional film that could take the brand to a TV audience for the first time.

The film reached an audience of 14 Million people in Italy and 92 Million globally through digital paid media. With 5 Million plus organic views across digital platforms. The film acted as the catalyst for Moncler’s 70 Year campaign that reached a combined audience of 8 billion people and made Moncler the most talked about brand amongst its competitors. Also contributing to an extraordinary year from the brand that resulted in a 25% revenue growth and the brand jumping from 13th to 4th on Lyst’s ranking of the industry’s hottest brands.

The film also broke the mold of luxury fashion brand films. It was not based on product and a model centric narrative. It also being a 2 minute segment made a big impact and ran between Champion League football and other high impact moments.

Moncler's biggest market is Italy, they are proudly Italian and consumers are also proud of the brand. The Advert ran the day after the Moncler show in Milan that was open to the public and attended by 18 thousand people. The spot then ran the next day that was also the day of the national election where the nation was tuned in for the results.