MILAN — Moncler’s “Warmer Together” campaign has won big at the 73rd Cannes Lions International Festival of Creativity.

The advertising- and communications-specific award event bestowed the Luxury Grand Prix on the Italian luxury brand for its 360-degree campaign that bowed last October and was fronted by the two legendary friends Al Pacino and Robert De Niro, who appeared for the first time together in an ad.

“Our first Grand Prix Luxury Lion…means a lot to us. We have always believed in telling stories that mean something, that speak to people, that nurture human connection. This is what Moncler is built on,” said Remo Ruffini, executive chairman of Moncler.

“’Warmer Together’ was designed to celebrate that and to bring it to life with authenticity. This recognition by the creative industry belongs to everyone in the Moncler family who helped turn this dream into something real.…We will keep telling stories that inspire today’s generation [and] tomorrow’s generation, with the same energy. Together,” he offered, expressing his gratitude to the two Hollywood legends who appear in the campaign.

The two prolific actors have worked together in movies including “The Godfather Part II,” “Heat,” “The Irishman” and “Righteous Kill.”

Lensed in New York by renowned portrait photographer Platon, the campaign unfolds in black-and-white portraits of the two Hollywood heavyweights and a series of short films hinging on the five themes of friendship, respect, connection, trust and warmth, completed by behind-the-scenes moments.

Moncler brought the “Warmer Together” campaign to life globally across outdoor, press, web and social, followed by a second wave of films and behind-the-scenes moments in the days after.

Moncler beat about 130 applicants in the Luxury Lions category and it was recognized for creating “a deep consumer connection through cinematic photography and short films, anchored in the brand’s purpose of sharing love and warmth,” the Cannes Lions International Festival of Creativity said in its statement.

“’Warmer Together’ earned the Grand Prix because it stripped luxury storytelling down to its most powerful truth: human connection,” said, Pum Lefebure, jury president for the Luxury Lions, and cofounder and chief creative officer of creative agency Design Army. “Warmth was never about the outside. It was always about what was happening on the inside. Two chairs, two lifelong friends, and the bond between Al Pacino and Robert De Niro felt cinematic, honest, and emotionally unforgettable. It proved that simplicity, when deeply human, is the ultimate expression of luxury,” she said.

Four other awards were bestowed in the Luxury category. The gold prize went to Tiffany & Co. for its collaboration with Netflix tied to the movie “Frankenstein” starring Jacob Elordi; L’Oréal Luxe brought home the silver award for the protection and inclusion of Black consumers, while Valentino Beauty and Porsche Latin America scooped the bronze prize.

Moncler’s “Warmer Together” campaign was also awarded its first Gold Clio Award for Best Luxury Campaign 2025 and D&AD Award for Best Luxury/Fashion/Lifestyle Campaign 2025.

In 2025 the Luxury Lions Grand Prix was brought home by LVMH Moët Hennessy Louis Vuitton for its Olympics campaign for finding creative ways to promote its 150 million-euro sponsorship of the world’s biggest sporting event despite a ban on advertising in competition areas. In 2024 LVMH-owned Loewe won for its stop-motion animation film featuring its collaboration with Japanese ceramics studio Suna Fujita.

The Luxury Lion is one of more than 30 Lions Awards handed out at the festival, billed as the world’s largest gathering of the advertising and creative communications industry.