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
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
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
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