MOOSE KNUCKLES CITY GUIDES
One global idea. Four cities. Four perspectives.
Montréal · London · New York · Seoul
PROJECT OVERVIEW
The Moose Knuckles City Guides were conceived as a social-first extension of the brand's global Pulse of the City campaign — translating one global idea through the people, places and perspectives that make individual cities distinct.
Rather than approaching each market with the same creative expression, the series used local tastemakers as its lens. Across Montréal, London, New York and Seoul, each guide invited audiences into a personal version of the city: where its cast ate, shopped, spent time and found inspiration, with Moose Knuckles woven naturally into the world around them.
ONE CAMPAIGN. FOUR POINTS OF VIEW.
The connective tissue was the city itself.
Pulse of the City provided the global brand platform. The City Guides made that idea local.
A consistent creative framework connected the four markets, while casting, locations and perspective changed from city to city. The result was a format that could feel unmistakably Moose Knuckles without making Montréal look like London, London look like New York, or New York look like Seoul.
The strategy stayed consistent. The expression didn't have to.
THE CITY, NOT THE TOURIST GUIDE
The premise was simple: don't tell people where they're supposed to go. Ask the people shaping the city where they actually go.
Casting prioritized local credibility, personality and point of view over conventional influencer criteria. The series looked beyond the obvious destinations toward the restaurants, shops, neighborhoods, creative spaces and hidden spots that made each person's relationship with their city specific.
That shifted the role of talent from product endorsement to narrative guide — giving audiences a reason to enter their world, with Moose Knuckles becoming part of that world rather than interrupting it.
THE CAST
MONTRÉAL
Ivy Guerrier
DJ & Model
LONDON
Kesang
Creative Director & Stylist
NEW YORK
Joey Bada$$
Rapper & Actor
SEOUL
Champ & Won
Barbers & Entrepreneurs
FROM GLOBAL CAMPAIGN TO LOCAL CULTURE
The City Guides were designed as a repeatable content franchise rather than a collection of disconnected influencer posts.
The global campaign established the brand narrative. The City Guides extended that narrative into social through local voices and local culture, creating a structure that could travel across markets without flattening what made each market different.
It gave Moose Knuckles a way to participate in the cities around it rather than simply advertise to them — building familiarity and desire through the worlds surrounding the product.
