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.
