MONCLER SS2016 Ad Campaign
MONCLER has entrusted Annie Leibovitz with its first SS2016 institutional advertising campaign inspired by “Gulliver’s Travels”, by Irish author Jonathan Swift.
Gulliver is a a mix of creativity and clairvoyance, capable of overcoming the trends of the times; qualities which are perfectly aligned with the spirit of Moncler.
Gulliver awakens on the beach of an unknown land, Lilliput, where he has been shipwrecked.
Suddenly he finds that he is completely out of proportion, still dressed in his elegant culottes and light-grey down filled waistcoat surrounded by the Lilliputians all of whom are wearing Moncler’s electric blue Longue Saison jacket.
The scene dominated by the imposing size of Gulliver and the activity of the Lilliputian army is set against a Nordic marine landscape: cold, almost metallic sand, anthracite rocks, a striking blue sky and dazzling white clouds. In keeping with the philosophy Moncler has adopted since its very outset, nature is once again the true star and deus ex-machina of the narrative, underscoring the story’s value far beyond the traditional methods adopted by the world of advertising.