Client
Moncler
Services
Photography
Sponsored Article
Social
Email Newsletters
Video Production
Display Advertising
Year
2022
Vertical
Fashion
In celebration of Moncler’s 70th anniversary, the iconic Italian brand approached Man of Many to develop a campaign that would capture the essence of its limited-edition Moncler Maya 70 down jacket. Leveraging the brand’s alpine heritage, Man of Many crafted a campaign based around visually stunning photography and videography that aimed to blend tradition with modernity, showcasing the jacket’s unique style and functionality.
Strategic Insights
Moncler sought to commemorate its iconic Maya jacket’s 70th anniversary with a campaign that highlighted its historical significance and modern appeal. The objective was to increase brand awareness and engagement through compelling visual storytelling. The campaign focused on capturing the jacket’s diverse range of colours and its suitability for outdoor adventures, emphasising Moncler’s heritage and innovation.
Creative Concept
The creative concept for the campaign revolved around an outdoor camping adventure, a nod to Moncler’s alpine roots. The photoshoot took place at the picturesque Cattai Campground, chosen for its rich natural colours and rugged scenery, ideal for showcasing the jacket’s vibrant hues. The campfire setting provided a dynamic backdrop that enhanced the jacket’s aesthetic, blending the elemental beauty of the outdoors with the jacket’s functional elegance.
Implementation
Man of Many meticulously planned and executed Moncler’s photoshoot, engaging renowned fashion photographer Harry Hayes. The shoot featured a diverse group of models styled by Denise Barnes, with hair and makeup by Brooke Low. The team captured the essence of the Moncler Maya 70 jacket, focusing on its new hues and enhanced design features. The videography component, directed by Richie Hall, complemented the photography, creating a cohesive visual narrative that celebrated Moncler’s storied evolution.
Additionally, Man of Many published a feature article and crafted a series of engaging social media posts, including Facebook and Instagram posts, Instagram Stories, and Reels. These efforts maximised the campaign’s reach and engagement, continuing Man of Many’s reputation for delivering successful, high-impact campaigns.
Results & Key Metrics
The Moncler Maya 70th Anniversary campaign significantly exceeded its performance benchmarks, demonstrating Man of Many’s expertise in delivering impactful visual content. The campaign surpassed the forecasted benchmark by 128%. The feature article exceeded the forecast, providing 6% in bonus pageviews, while the Facebook post achieved an outstanding 148% in bonus impressions. The email newsletter inclusion provided Moncler with significant reach, achieving a remarkable 138% over the expected amount of opens. The campaign’s success in generating high engagement and reach underscores Man of Many’s ability to create visually compelling and strategically effective content that resonates with target audiences.
Credits
Director: Richie Hall
Production: Denise Barnes and Geena Valos
Cinematography: Richie Hall
Hair and Makeup Artist: Brooke Low
Stylist: Denise Barnes and Geena Valos
Editor: Richie Hall
Colourist: Alina Bermingham
Talent: Sophia Benson, Dut, Angel Glaude, Aaron Heiler
Article Content Creation: Jacob Osborn
