In 2022 Moncler became 70 years old. To celebrate their 70 year anniversary Moncler wanted to create an identity and brand that could go across product and brand. They needed a concept that was strong enough and a big enough to create a fully integrated campaign across all touchpoint of the brand. From product, to campaign, to live events and experiences.

The identity communication also had to act as the trigger to launch the new Moncler “Brand of Extraordinary’ positioning. Taking Moncler into the next 70 years of the band.

The project ended up becoming Monclers biggest brand campaign to date.

The brand identity came from the simple idea of not celebrating the fist 70 years of the brand but celebrating the next 70 years of the brand. Taking the brand from the 'Brand of Extraordinary' to the ‘Extraordinary forever’.

To express this idea in its simplest form we turned the iconic and classic Moncler logo, 'The Feltrino' into an 'Infinity Feltrino'. Using one side of the logo to house the 70 that was made from the mountains in the Moncler logo.

Turning the brand from Extraordinary to Extraordinary Forever in a simple intuitive way that was instantly and authentically Moncler.

Product: The Infinity Feltrino was applied to the Maya 70 jacket along with 7 designer collaborator versions. With the logo adapting to house the identity or initials of each designer. Applied to the exterior and interior of the product, the labelling, packaging and physical and digital retail.

Brand: For the brand campaign the infinity concept created a visual design system with the logo central to all communication. Developing a refection technique across historical and created photography and film to express the idea of 'forever'. Famous for iconic group images of people this concept made each Moncler image about reflecting multiple extraordinary people from 1952 to 2022.

Communication: The dates were added to each side of the logo in the Moncler font along with the 'Extraordinary Forever' tag line in a hand written font from Moncler past. Adapted to house further story telling and collaborators across 'the journey of extraordinary.

The Extraordinary Forever campaign became Monclers biggest and most successful integrated brand campaign ever. The concept and identity applied to all product, a print and ooh campaign that included 9000 billboards, physical retail and events. As well as a Brand Film that became Monclers first ever TV spot, that reached an audience of 14 Million people in Italy and 90 Million globally through digital paid media.

The campaign resulted in Moncler becoming the most talked about brand amongst its competitors, posting a 25% revenue growth and the brand jumping from 13th to 4th on Lyst’s ranking of the industry’s hottest brands. Resulting in an extraordinary year from the brand.