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CELEBRATING UNEXPECTED ENCOUNTERS
Lacoste has transcended time, style, and genre - everyone can and will wear it, old or young. Fashionista or regular joe. To showcase this, but with a bit of a humorous twist, BETC set odd pairings up for chance encounters.
To reinforce the authenticity of these encounters, the protagonists in each film and situation are largely embodied by a street casting of people who had never modeled before, so they tackled the job with spontaneous flair.
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 little girl is so inspired by the skaterboy that a bucket hat war breaks out. Sort of. While Marga meets Anis on the beach and approves that they both choose to wear the same pink polo. And what can two ‘socks & slides’ individuals say to each other when they cross paths?
Broadcasted from 27 April 2022, this new campaign will be visible on billboards, TV and social media.
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