Insight
After a year that limited opportunities to interact or find entertainment, the world’s youth are craving new, unconventional inspiration to fuel their futures.
Moncler Genius is an ongoing collaboration between Moncler and a series of designers across the world. Expressing Moncler’s core value of ‘one house different voices’, each Moncler Genius project functions as a mirror of the times and a reflection of the moment.
Idea
The world of Genius puts on a show.
For the first time, Moncler Genius presented its collections via a digitally led experience across five cities, through the vision of 11 designers, all during one live event. Starting with a concept and anthem film, a fully integrated campaign was developed to announce the live show, its hosts and the designer collaborations.
Audiences were taken on an audacious journey through Shanghai, Milan, New York, Tokyo and Seoul to discover the concepts that inspired each of the Moncler Genius designers. Global communication channels included online video, digital display, social, print, wild postings and digital out of home, with immersive takeovers in New York’s Times Square and Shibuya Crossing in Tokyo. AKQA was also responsible for day-of-event collateral and branding. After the live event, communications amplified each designer’s show as well as the unique and unforgettable moments from hosts, art and musical acts.
“In these ever-evolving times, I truly believe in the power of connecting communities around the world through experiences. The greatest inspirations I had in my life came directly from people and at Moncler we know that the more we inspire people, the more they inspire us. This is the principle that guided the creation of Moncler Genius for 2021, MondoGenius has been designed to be a real immersion into Moncler’s energy and cultural evolution without leaving anyone out.”
Remo Ruffini, Chairman and CEO at Moncler
Impact
Moncler breaks records with MondoGenius event broadcast.
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.
