Lacoste launches kaleidoscopic celebratory campaign

Lacoste is celebrating 80 years and its iconic L.12.12. Polo shirt in a wide-ranging, colourful campaign

Lacoste is celebrating 80 years and its iconic L.12.12. Polo shirt in a wide-ranging, colourful campaign. Created by BETC Paris, and its BETC Luxe and BETC Digital spin-offs, the campaign encompasses outdoor, print and digital and puts the Polo shirt firmly centre-stage, with core imagery shot by fashion photographer David Sims.

In addition, the campaign includes a joyous stop-motion online video, The Saga: 80 Years of the Lacoste L.12.12.. The animation shows off the shirt through the ages, also charting Lacoste’s evolution from sporting goods to fashion brand. It uses Polo-shirts of different hues to conjure a kaleidoscopic homage to the shirt itself and various decade-defining icons such as the Rubik’s cube, psychedelia and computer game Pong.

The one-minute video, which is being shown on the main Lacoste website and in stores, was co-designed and directed by Axel Courtière and FX Pourre at UFO who used more than 250 shirts to make up the animation – see the entire video below.

Some of the references are also picked up by a campaign website that shows how the shirt has evolved since 1933. It allows visitors to play four interactive games – from attempting to solve a virtual Rubik’s cube against the clock to sorting the colours of the rainbow. The Rubik’s cube in particular is somewhat addictive, if ever frustrating.

Above: two screengrabs from the interactive online games; below: press image shot by David Sims

Credits:

Agency: BETC/BETC DIGITAL
Executive creative director: Rémi Babinet
Creative director: Annick Teboul, Safia Bouyahia
Artistic director: Nicolas Casanova, Jean-Charles Guillet

The Saga: 80 years of the Polo L.12.12
Director UFO’s FX Pourre + Axel Courtière
Creatives : Jean-Charles Guillet, Caroline Cornu
Director of Creation : Safia Bouyahia
Director of photography : Martin Konrad
Animators : Juliette Marchand, Sylvain Derosne
Post Production : Mathematic.tv

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