Since 1933, the Lacoste crocodile has stood for elegance, class and timelessness – it moves in a boundless realm. People from all walks of life wear and interpret the brand in their own way.
CELEBRATE UNEXPECTED ENCOUNTERS
Inspired by the diverse Lacoste community, the new campaign shows moments of encounters between different people. During the chance encounter, both parties discover something they have in common: wearing an article of clothing with the Lacoste crocodile on it. The moment of this encounter conjures up a smile and a smile on your face.
The new campaign, developed by BETC, celebrates the crocodile as the initiator of unexpected encounters. It brings different people together.
To reinforce the authenticity of these encounters in the campaign, the protagonists were cast on the street. They had never worked as a model before. The goal that BETC was pursuing was to make the campaign as authentic, fresh and spontaneous as possible.
Marga and Anis meet on the beach. They both wear the same pink Lacoste polo shirt, although Anis is Marga’s grandson by age. A skater who is at the beach with his friends wears the same Lacoste hat as a little girl who is also at the beach with her mother and runs into him. What is the correct way to wear the hat? And what do you say when you run into a person wearing the same socks and slippers? The campaigns create moments that make you smile.
A NEW SOUND
With the campaign, Lacoste is setting a new tone, based on its iconic pieces, that is fresh and full of panache.
Irish photographer Ronan Gallagher captured moments of encounter in the campaign. His otherwise documentary style, mixed with a fashionable vibe, created the spontaneous and authentic shots. Determined by humor and lightness, French director Laure Atanasyan created the spontaneous atmosphere in the campaign videos. These will be featured on social media alongside the Original Kids reels. The song “Apache” by The Sugarhill Gang, chosen for the campaign, also reinforces the idea of cultural hybridization. The mix of instrumental rock, country and hip-hop supports the scenarios presented. In every encounter, the music accompanies the encounters and accompanies the protagonists in their encounters.
The new campaign by the Lacoste brand illustrates the power of the crocodile. It unites all walks of life and offers everyone the opportunity to express themselves in their own way. The crocodile unites all cultures, generations and styles.
