Lacoste, with the help of its agency BETC, is launching an unique collaboration between the brand with the crocodile and the famous Polaroid colors for a capsule collection that brings back the Technicolor aesthetic and the spirit of the 70s.
To launch the capsule collection Betc has imagined a visual campaign based on a viral ad published on You Tube and several images to be instagrammed and placed in outdoor media.
Shot by photographer Simon Schmitt in the Southern city of Marseille, with plenty of natural light and in an industrial background, the campaign features teams of dancers and skaters in a dazzling stop motion jigsaw puzzle that follows their non-stop movement. Lacoste and BETC selected performers of jooking, a type of dance using jerky moves that perfectly fits the energy of the film, shot frame-by-frame. Basking in the signature Polaroid colorama rainbow and the colorful pieces of the new Lacoste collection, each picture celebrates the joy of life through rhythm and freedom.
Since the 70’s Polaroid has been capturing the best times of our lives on instant paper. Lacoste went digging in this storied legacy, full of myths, culture and colors. Inspired by the legendary rainbow logo, first created in 1963 when Polaroid invented the instant color film, the campaign heavily features the famous blue, green, yellow, orange and red colors of the American manufacturer.
I must say that color goes beyond the collection into the skins and hairs of the dancers. This fact, the industrial backdrop and the choice of dancers and skaters make of the presentation of the Polaroid capsule by Lacoste one of the most inclusive ever in the history of the fashion brand.
ThePolaroid capsule will be available in stores and online starting March 17th. The Polaroid rainbow will be displayed in an XXL format and will take over the stores from the windows to the interior decoration.
To honor the collaboration, the stop-motion film will be pushed on Lacoste social media channels. The making-of of the campaign with fun and energetic behind-the-scenes moments will also be featured. A print campaign will go live on outdoor channels and online platforms.