Lacoste: Unexpected Encounters
Lacoste challenged BETC Paris to celebrate its 90th anniversary by modernizing its image without alienating its heritage. The brand needed to bridge the gap between its traditional, preppy tennis roots and its widespread adoption by diverse urban subcultures. They sought a global campaign that would position the crocodile as a unifying symbol for all generations and communities, reinforcing its status as a timeless cultural icon.
Creative Idea
Strangers from different backgrounds bond after realizing they are wearing identical Lacoste clothing items.
Lacoste celebrated its 90th anniversary by capturing spontaneous, wordless encounters between strangers from different worlds who realize they are wearing the same iconic piece, proving the crocodile is a universal symbol that transcends age, style, and social background.
The Crocodile as a Universal Cultural Connector
816 Million Global Impressions
The campaign delivered massive commercial impact, driving a 30% increase in sales for the featured pink polo shirts and causing the showcased flip-flops to sell out almost immediately. Beyond the 816 million total impressions, the strategy achieved an 8% lift in brand awareness among younger demographics. This was fueled by a heavy OOH presence in the New York City subway system and a digital reach that averaged 314,000 organic views per post.
Street Casting and Meta Moments
To achieve an authentic documentary feel, BETC Paris and photographer Ronan Gallagher utilized "open-source casting," selecting ordinary people from the streets who had never modeled before. This approach validated subcultural style codes, such as the formerly taboo socks and sandals combination. The production also featured a "meta" casting choice - pairing tennis legend Venus Williams with Saniyya Sidney, the actress who portrayed a young Venus in the film *King Richard*.
Hybrid Sounds and Visual Storytelling
The soundtrack features "Apache" by The Sugarhill Gang, a track specifically chosen to mirror the brand's "cultural hybridization" by blending elements of rock, country, and hip-hop. Directed by Laure Atanasyan, the film assets relied on wordless interactions to emphasize the brand's mission - that the crocodile serves as a rallying point at the crossroads of generations and styles. This vision was inspired by real-world insights from Parisian rap fans and vintage lovers in Marseille, who both claimed the brand's luxury codes as their own.
Creative Strategy Deconstructed
Company
A 90-year heritage and a globally recognized logo that functions as a cross-cultural status symbol.
Category
Fashion brands often pick a side, targeting either high-end luxury traditionalists or edgy, youth-driven streetwear subcultures.
Customer
People want to feel part of a community while maintaining their individual style and personal identity.
Culture
Modern society is increasingly polarized, making moments of genuine, unexpected human connection feel rare and valuable.
Company
A 90-year heritage and a globally recognized logo that functions as a cross-cultural status symbol.
Category
Fashion brands often pick a side, targeting either high-end luxury traditionalists or edgy, youth-driven streetwear subcultures.
Strategy:
Use the iconic polo to turn accidental similarities into moments of shared human connection across social divides.
Customer
People want to feel part of a community while maintaining their individual style and personal identity.
Culture
Modern society is increasingly polarized, making moments of genuine, unexpected human connection feel rare and valuable.
Strategy:
Use the iconic polo to turn accidental similarities into moments of shared human connection across social divides.
Strategy Technique
Find the Cultural Truth
The campaign taps into the reality that Lacoste is a rare brand embraced by both traditional tennis enthusiasts and modern street culture. It leverages this organic, multi-faceted identity to unite diverse communities under a single, iconic logo.
Explore Technique
Creative Technique
Connect Generations
By pairing individuals from vastly different demographics wearing identical Lacoste items, the campaign visually demonstrates the brand's cross-generational appeal. This twinning mechanic transforms a potential fashion coincidence into a heartwarming moment of mutual recognition and shared identity.
Explore Technique
Craft Breakdown
The campaign uses a documentary-style aesthetic and wordless storytelling to make high-fashion styling feel authentic and emotionally resonant.
Ronan Gallagher captures raw, spontaneous moments that blend high-fashion precision with a gritty, documentary-style realism.
The meticulous use of color palettes, like the pink-on-yellow contrast, creates a striking and memorable visual identity.
The wordless chemistry between the street-cast talent makes the encounters feel like genuine, heartwarming human interactions.
Using Apache by The Sugarhill Gang perfectly mirrors the brand's own hybridization of different cultural influences.
The synergy between the vibrant art direction and the authentic, street-cast acting creates a narrative that feels both aspirational and relatable.
