The archive · Advertising · Marketing decision · 2025–2026
Moncler redefines warmth as human connection — Pacino and De Niro win Cannes Luxury GP
Moncler swaps outerwear claims for friendship: Pacino and De Niro share their first fashion campaign, shot by Platon — Cannes Luxury Grand Prix 2026.
Moncler
What it had to solve
Moncler had spent more than 70 years protecting people from cold weather, but warmth in its advertising stayed literal. To launch a new global platform, the brand wanted to own warmth as an emotion — the human connections that bring people together — without the usual aspirational luxury clichés.
How it works
Moncler's identity had always been literal warmth: down jackets engineered for the cold. For its new global brand platform, the company decided warmth was not a fabric property but a human one — the connections that bring people together — and set out to make that belief feel true rather than asserted.
WeSayHi's answer was casting. For their first-ever shared fashion campaign, Moncler brought together Al Pacino and Robert De Niro, two lifelong friends, in black-and-white portraits and short films shot by photographer Platon in New York. Five themes — friendship, respect, connection, trust and warmth — structured intimate conversations and cinematic images, with the two actors wearing the Maya 70 and Bretagne jackets.
The campaign rolled out globally across outdoor, press, web and social, with a second wave of films and behind-the-scenes content in the days after launch. It won the Luxury Grand Prix at Cannes Lions 2026 — the jury citing 'two chairs, two lifelong friends, and the bond between Al Pacino and Robert De Niro' as the most powerful truth of luxury — alongside a Gold Clio and a D&AD award.
Why it lands
- Two legendary friends make 'warmth is shared' feel true — the casting itself is the argument.
- Black-and-white portraits by Platon strip away luxury noise and leave only connection.
- Five themes turn one idea into many repeatable films, from portraits to behind-the-scenes moments.
- It deliberately reduces product prominence, trading aspiration for belonging.
What it did
The campaign won the Luxury Lions Grand Prix at Cannes 2026, beating about 130 applicants, and was praised for stripping luxury storytelling down to human connection. It also took Moncler's first Gold Clio for Best Luxury Campaign 2025 and a D&AD Award for Best Luxury/Fashion/Lifestyle Campaign 2025, reframing the brand from outerwear to belonging.
What you can take
To move a functional brand into emotional territory, don't argue about the product: embody the emotion with people whose bond is self-evident, and let their authenticity do the persuading.
Since then
Warmer Together became Moncler's global brand platform, with a second wave of films released days after launch. It swept the 2025–26 award season: the Luxury Grand Prix at Cannes Lions 2026, Moncler's first Gold Clio for Best Luxury Campaign, and a D&AD Award for Best Luxury/Fashion/Lifestyle Campaign. Chairman and CEO Remo Ruffini called the Cannes win the brand's first Luxury Grand Prix and a validation of its shift from outerwear storytelling to human connection.
Sources
- Moncler Wins Luxury Grand Prix at Cannes Lions for 'Warmer Together' Campaign
- Moncler: Warmer Together feat. Al Pacino & Robert De Niro (case study)
- Moncler conquista el Grand Prix de Luxury en Cannes Lions 2026 con 'Warmer Together'
- Moncler's new campaign celebrates an iconic friendship
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card