Warmer Together.
Moncler brought lifelong friends Al Pacino and Robert De Niro together for what Moncler calls their first-ever shared campaign, recasting warmth as friendship rather than protection from the cold.
- Brand
- Moncler
- Agency
- WeSayHi
- Market
- Global
- Region
- Global
- Year
- 2025
The challenge
Moncler, born in the Alps in 1952 to protect climbers from the cold, wanted a new global brand statement that moved 'warmth' from the weather to human connection. Its release says warmth 'was never about the outside'.
The idea
Platon photographed Pacino and De Niro in New York in black-and-white portraits and a set of short films built around five themes: friendship, respect, connection, trust and warmth. The campaign launched in October 2025 across outdoor, press, web and social, followed by a second wave of films, with a new recording of Bill Withers' 'Lean on Me' by Tobe Nwigwe and Fat Nwigwe (Moncler).
Results
- 3.1 billion potential reach, 422 million engagements and 1,412 press articles, according to WeSayHi's case board
Case study source: Moncler Source ↗
Awards
- Cannes Lions 2026Luxury LionsGrand Prix
- Clio Awards 2026Clio Awards / Fashion & BeautyGold
- D&AD 2026: Graphite Pencil
Credits
- Photographer
- Platon
- Production
- AP Studio
- Music
- Tobe Nwigwe and Fat Nwigwe
