Moncler Genius

BUILDING ANTICIPATION AROUND ONE OF THE MOST AMBITIOUS CREATIVE EXPERIMENTS IN THE HISTORY OF FASHION…

For the latest installment of Moncler’s Genius initiative, Moncler had even more ambitious plans than ever, with an inter-disciplinary showcase of art, design, and fashion across multiple continents all at once. Moncler sought AKQA’s partnership in order to bring a singular compelling idea to this one-of-a-kind creative undertaking, so that youth audiences across the world could grasp and get excited by what was coming.

Insight: Genius thinking is typically the preserve of solitary thinking. Moncler’s interpretation of Genius is rooted in collaboration, with ten different creative visionaries interacting with Moncler as well as eachother. We needed to overcome the assumption that genius is a solitary, uninviting concept, in order to bring the world’s youth on an incredible journey with us.

Idea: The world of Genius puts on a show. Taking the idea of an invitation from the brief, the core to our creative solution was a literal ticket. We invited young people around the world through a striking visual language to join Moncler to experience genius around the world. Starting with a concept and anthem film, a fully integrated campaign was developed to announce the live show, its hosts and the designer collaborations. All rooted in the invitation.

Outcome: Moncler’s MondoGenius live broadcast appeared on more than 30 media platforms including Instagram, Facebook, TikTok, YouTube, LinkedIn, Twitter, WeChat, Weibo, and Douyin, as well as a network of partners inclusive of e-tailers and media outlets. The global event reached 2.3 billion people, garnering more than 299 million views across all platforms. Weibo alone totalled in excess of 74 million views, creating a new record for the brand in China.