Zegna Captures the Moments that Shaped Iconic Men with ‘Defining Moments’ Campaign.

CAMPAIGN CREATIVE

THE VISION

Ermenegildo Zegna embarked on a new chapter with a new global vision that was brought to life in the global campaign, “Defining Moments.” Zegna sought to effectively localize the campaign in a way that resonates with, and drives growth within, a new segment of younger Chinese men.

THE PLAN

Through research-based concept testing, we successfully localized the messaging to capture local nuances and brought to life the campaign with a seamless, omni-channel approach that merged offline exhibitions with digital initiatives, and e-commerce all-in-one.

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