Lacoste and BETC celebrate unexpected encounters in a new brand campaign

Cristina Blanaru Ads, All News, Creativity

Since 1933, the Lacoste crocodile has transcended time, style and genre and was worn by people from all walks of life. Inspired by the diverse Lacoste community, the new campaign 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, funny encounters trigger smiles, eye contact and camaraderie.

This new campaign, elaborated by BETC, celebrates the crocodile as an initiator of unexpected encounters. It brings together people who seemed to be on opposite sides.

To reinforce the authenticity of these encounters, the protagonists are largely embodied by a street casting of people who had never modeled before and took on this role for one day, with spontaneity and freshness.

With the new campaign, Lacoste, with its iconic pieces as starting point, installs a new brand tone which is fresh and full of spirit. 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.

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.

Advertiser: Lacoste

Brand Managers: Catherine Spindler, Nathalie Beguignot, Julien Scheubel, Mylene Atlan, Caroline Geraud

Ad Agency: BETC

  • Agency Managers: Gaelle Gicqueau, Fanny Buisseret, Suzy Morin, Theophile Geslain
  • Executive Creative Director: Florence Bellisson
  • Art Director: Agnes Cavard
  • Copywriter: Antoine Gauquelin
  • Assistant Art Director: Joachim Touitou
  • Traffic Manager: Letizia Felici
  • Art Buyer: Isabelle Mocq
  • Creative Music Supervisor: Adam Ghoubali
  • Music Supervisor: Seril Farran
  • TV Producer: Caroline Bouillet

Production Company: KITTEN

  • Director: Laure Atanasyan
  • Sound Company: GUM

Photographer: Ronan Gallagher