Peach
Hobby home page
Soundlounge
Electriclime gif
AdGreen
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Lacoste 'Life Is A Beautiful Sport'

Creative 3.0k Add to collection

BETC Paris & Wanda's Seb Edwards overcome first kiss fears in 'The Big Leap'

Lacoste 'Life Is A Beautiful Sport'

More than just a tagline, 'Life is a beautiful sport' is Lacoste’s new promise. A promise that re-establishes the brand’s founding values.

Whether on the playing field or in everyday life, the Lacoste story has its heritage in a quest for authenticity, performance and elegance. The founder, René Lacoste never considered sport as just a physical performance, but as a proof of tenacity, engagement and panache.

Life is a sport, a challenge that demands courage, but above all, an incredible playground. It is this profoundly optimistic vision that 'Life is a Beautiful Sport' embodies.

Lacoste's first advertising film, The Big Leap', created by BETC Paris and directed by Seb Edwards, is a metaphor for 'Life is a beautiful sport'. It was produced through Wanda and MPC completed the VFX.

The film is an epic story of a first kiss and of a man overcoming his fears to show a woman he loves her. It is a metaphorical plunge into the unknown where there is no turning back and the outcome can only be known once the space between them is crossed.


Premiering in France on February 7th during the Winter Olympics, the campaign will run globally from March 2014 onwards. The film will be shown on TV and cinema in a 30” and a 60” version. The campaign also includes press visuals, an outdoor campaign and a digital activation.


The visuals are Jacob Sutton’s creations. They are poetic portrays of men and women, moving with elegance above the city and the trials of everyday life. The urban and minimalist visuals are a beautiful, yet simple metaphor of the 'Lacoste spirit' that remains sporty and relaxed when confronted with challenges.


Credits


TV


BRAND: LACOSTE

BRAND MANAGEMENT: Berta de Pablos, Mylene Atlan, Sophie Bernard

AGENCY: BETC

AGENCY MANAGEMENT: Bertille Toledano, Brune Failliot, Matthieu Kuster

EXECUTIVE CREATIVE DIRECTOR: Remi Babinet

CREATIVE DIRECTOR: Antoine Choque

ART DIRECTOR: Damien Bellon & Gabrielle Attia

COPYWRITER: Gabrielle Attia & Damien Bellon

STRATEGIC PLANNING: Clement Boisseau

TRAFIC: Michele Bertona

TV PRODUCER: David Green

PRODUCTION COMPANY: Wanda 

PRODUCER: Patrick Barbier, Jerome Denis & Romain Cavagnac

SOUND: Schmooze

DIRECTOR: Seb Edwards

VFX: MPC

MUSIC: Discolsure - “You & Me” ft Eliza Doolittle – Flume Remix / Universal Music Publishing


Print


BRAND: LACOSTE

BRAND MANAGEMENT: Berta de Pablos, Mylene Atlan, Sophie Bernard

AGENCY: BETC

AGENCY MANAGEMENT: Bertille Toledano, Brune Failliot, Violaine Vulliez, Matthieu Kuster

EXECUTIVE CREATIVE DIRECTOR: Rémi Babinet 

CREATIVE DIRECTOR: Antoine Choque

ART DIRECTOR: Damien Bellon

COPYWRITER: Gabrielle Attia

STRATEGIC PLANNING: Clément Boisseau 

PHOTOGRAPHER: Jacob Sutton

ART BUYING: Béatrice Kagan

PRODUCTION: RITA



view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: Visual VFX, Action, Scenic

Categories: Clothing and Fashion, Day Wear

BETC Paris, Mon, 10 Feb 2014 15:20:53 GMT