Lacoste - Unexpected encounters while wearing the universal brand.


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.

Marga meets Anis - they like the same pink polo.

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. 


The little girl wants to be cool like the skaterboy.

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

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