Moncler asks us to make an idea that makes rumors and visibility for their partnership with Leica, in occasion of the annual special edition camera designed for them.
An open air exposition of the best photos, uploaded by the users.
The biggest open air exposition in the world, projected on icebergs.
The photos projected are the best "freeze moment", that moment that everyone in their life wanted to freeze with a photo, to keep in memory as the best moment of their life.
STEP 1
The users will be recruited on the Leica and Moncler website.
On shops and in the streets, ice totems with the special edition camera freezed inside, will attract people to join the contest using an hashtag and their smartphones or cameras.
STEP 2
Fabien Baron, photographer that on May 2014 in Greenland interpreted the world of Moncler through the lens of Leica, will be the special juryman who select the best photos, to be projected on icebergs.
STEP 3
On the longest night of Greenland, there will be the exposition in live streaming.
STEP 4
On shops there will be small gallery of photos, in a iced room, to remind the big event.
CREATIVE DIRECTOR
Michele Mariani
ART DIRECTOR
Matteo Tommasi
COPYWRITER
Alessandro Brunetti