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


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 :

The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital

Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.

What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

The Annual 2018

The Creative Review Annual is one of the most
respected and trusted awards for the creative
industry. We celebrate the best creative work from
the past year, those who create it and commission it.

Enter now


South East London


Burnley, Lancashire (GB)