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Moncler recently launched the 7 x 70 collaboration with seven designers, marking the conclusion of the 70th Anniversary campaign, which kicked-off in ...

The film, narrated by Alicia Keys “was a very special landmark within our 70th Anniversary campaign,” said Moncler. “This 70th Anniversary campaign was about sharing with everyone the journey of the brand, while showing who we are and where we are going,” said Moncler. “This is why we designed a challenge for Tik Tok/Douyin Mall with Sadek Waff, [the choreographer of the show]. Don’t think for a minute that TikTok wouldn’t be a part of this extravaganza, especially in light of Moncler’s strong business in Asia. We were extremely lucky to get Alicia Keys involved in this project, and she was able to not just narrate but to emotionally connect with viewers all around the globe.” A film of the performance was directed by Etienne Russo with a 24 to 48- hour turnaround and a Livecam on two big screens at the Duomo. “It was all powered by product launches and social and traditional media.” The worldwide impact of the celebration reached 180 million people; including 696,000 clicks; 18.8 million video views, and 9,000 billboards, bus shelters and wild postings. “We can say we have a really strong brand perception in Asia, driving good consumer engagement across all key Asian markets.” Moncler, an Italian outerwear maker marked its 70th Anniversary with the campaign. Even by luxury standards — remember Fendi’s 2020 fashion show at the Great Wall of China — Moncler’s campaign was over the top. Fashion brands, particularly luxury players, trade not only in fabric and fibers, but in dreams that they hope will ignite desire in consumers and translate into ca-ching at the cash wrap.