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The best alpine brand campaigns
The best alpine campaigns don't look like ads that happen to be in the mountains. They look like they belong there. After fifteen years of installations across the Alps, we've noticed that the strongest campaigns share one thing: the brand knew exactly what the mountain could do for it. Some come home. Some borrow altitude. Some meet an audience they'd never reach anywhere else. And some let the mountain prove what the product can do. Here are the campaigns that show it best:
Prada: The lift that became a landmark
For Linea Rossa, Prada branded 190 lift pylons across eight resorts in the first year: St. Moritz, Crans-Montana, Glacier 3000, Gstaad, Cortina, Verbier, Bormio and Livigno. The campaign runs every winter since 2021. Over those seasons, the red pylons turned into must-see landmarks in the resorts. Guests go looking for them, stop for a photo and post it, and #pradalift has spread across Instagram and TikTok well beyond the slopes. Few campaigns reach the point where people seek them out. When they do, every visitor becomes a distributor, and the reach grows far past anything a media plan could promise.
Guess: A whole brand world
Most brands place a campaign in the Alps. Guess built a world there.
The gondolas and billboards were only the beginning. Around them, Guess created an igloo village, a pop-up store, influencer events and its now iconic fashion show on the mountain. Every guest met the brand again and again: on the lift, in the village, at the show, and later in their own feed. That's what makes it one of the best alpine campaigns we've seen. It didn't treat the mountain as a media space. It treated it as a stage. Advertising, retail, events and content worked together, so the brand wasn't something people passed. It was somewhere they spent time.
Gucci: A bold statement at altitude
In winter 2023/24, Gucci came to Courchevel and Diavolezza with branded gondolas and billboards. The gondolas carried the brand's distinctive look up and down the mountain all day, and against the snow they were impossible to miss. Guests photographed them from the slopes and shared them under #guccilift, so a few cabins in two resorts reached far beyond the people riding in them. A fashion house like Gucci thrives on being seen in the right places, and few places carry as much status as a winter in Courchevel.
4. Moncler: Back where it started
Moncler was founded in the mountains, and its alpine campaigns feel like a return.
For Moncler Grenoble, three consecutive winters in Courchevel and Crans-Montana brought branded gondolas, billboards and a ski run carrying the Moncler name. In Gstaad, the gondola cabins were wrapped in the brand's signature look, so the lift ride itself became part of the experience. When a product is made for the place it's advertised in, the setting does most of the persuading, and the creative can stay quiet and confident.
Cadillac: Luxury in a raw setting
Cadillac took over Laax, Switzerland's freestyle capital, through an exclusive partnership.
Bold placements and clean lines brought electric luxury into one of the rawest settings in the Alps. Why it works: the contrast between polished design and freestyle culture made the brand feel bolder, not out of place.
L'Oréal Paris: Step inside the campaign
To launch its Panorama mascara, L'Oréal Paris didn't want people to just see it. It wanted them to experience it. In Crans-Montana, billboards lined the way, a chairlift became a 3D brand moment, and a swing designed by Alpdest invited guests into the campaign.
Why it works: an experience rewards the people who are there, and the photos carry it to everyone who isn't. Seasons later, people still remember it.
Kiehl's: Skincare at altitude
For its first alpine campaign, Kiehl's came to Austria with OOH, hands-on skin experiences and influencers. Cold air and strong sun make skincare relevant on the mountain in a way it rarely is in the city, and Kiehl's used that to make the brand part of the holiday.
What the best ones have in common:
They chose the place first. The resort was part of the idea from the beginning.
They kept the message simple. One image, a few words. The landscape carries the rest.
They knew their role. Home, altitude, audience or proof. The clearer the role, the stronger the campaign.
They used it beyond the poster. he strongest installations turned into shoots, films and posts that travelled far beyond the resort.
This winter
Every season, a few more brands find their place in the Alps. We're looking forward to share with you who it will be this season.
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