Problem: Moncler is a luxury outerwear brand rooted in alpine heritage, yet its audience is often caught up in fast-paced city life and demanding corporate jobs, leaving them stressed and disconnected from nature.
Insight: Spending just 15 minutes in nature can lower your blood pressure and reduce overall physical and mental stress.
Idea: Position Moncler as a reminder to escape the pressures of corporate city life, reconnect with nature, and take a much-needed Nature Break.
Social Teasers
Social Teasers lead to the Commercial
The commercial introduces our target audience and establishes the tone for the overall campaign.
90-Sec Commercial
Commercial leads to the Digital OOH Billboards
Extending the commercial’s visual style by juxtaposing corporate office environments with nature in a surreal, dreamlike atmosphere.
Digital OOH Billboards
Digital OOH Billboards lead to the following Activations
Nature Soundscape - Social Posts
“Free Tickets Link” directs people to the Microsite
The microsite allows visitors to reserve free tickets and learn more about the experience.
Nature Soundscape - Microsite + Phone
Download your Free Ticket to your Phone and show it when entering the Nature Soundscape
Nature Soundscape - Experience
The experience includes Nature Sounds & Smells (Pine Trees, Wet Grass, Flowers)
Nature Soundscape Placed in Times Square
What the experience will look, feel & sound like
Visitors with the Digital Ticket can skip the line to enter
Visitors with the Digital Ticket will receive this pin when they exit
Name, Date & Address on the back of the Pin lead to the Nature Store
Nature Store - Experience
Nature Store located at 190 Bowery, New York, Nolita
With the Pin you will skip the line and receive a link in your DMs
DM Link will show you the secret Nature Stand locations
Knowing these secret locations gives you access to the Nature Stands & their items before everyone else
Nature Store Link leads you to the Nature Stand locations
Nature Stand - Experience
Nature Stands will be placed outside of corporate office buildings
Nature Stand and other Activations lead to Influencer Reactions
Influencers
