Inspired by the diverse Lacoste community, the new campaign conceived by BETC reveals that moment when two very different people meet by chance and discover that they have something in common: a piece of clothing bearing the Lacoste crocodile.
These sweet and funny encounters trigger smiles, eye contact and camaraderie between individuals, who are very different, but in the fact that use the same Lacoste piece of clothing, complements, bags or shoes.
The campaign celebrates the crocodile as the responsible for all the unexpected encounters, bringing together people who seemed to be on opposite sides.
This new Lacoste brand campaign features the power of the crocodile. It unites as much as it allows everyone to express their differences. The crocodile stands at the rallying point that unites us at the crossroads of cultures, generations and styles.
Broadcasted from 27 April 2022, this new campaign will be visible on billboards, TV and social media.
A new fresh tone full of spirit
The agency carried out a street casting of people who had never modeled before and took on this role for one day, with spontaneity and freshness. All these ordinary people inside the ads contribute to reinforce the authenticity of the unexpected encounters shown on the pieces of the campaign.
Irish photographer Ronan Gallagher captured these moments. He mixed his documentary style with a fashion vibe for authentic and spontaneous shots.
In video, scenes of life are told with humor and lightness by the French director Laure Atanasyan and enrich the campaign with the same mood. They are deployed on social media with reels of the Original Kids.
The music of The Sugarhill Gang – Apache reinforces this idea of cultural hybridization. It is itself at the crossroads between instrumental rock, country & western and hip-hop. The music appears joyfully with each encounter, to accompany our protagonists as they meet up.