BETC Paris creates print & digital campaign for legendary L.12.12 shirt
In 2013, LACOSTE is celebrating a vibrant heritage: 80 years of elegance, authenticity and joie de vivre. The anniversary is also the opportunity to pay tribute to the iconic L.12.12. Polo shirt.
In order to do this, LACOSTE has captured the spirit of the polo shirt from 1933 to 2013.
This spring season, LACOSTE is placing its Polo shirt center-stage, showcasing it in an international communications campaign print and digital orchestrated by BETC Luxe and BETC Digital.
LACOSTE introduced, for print and outdoor, artistic photos taken by David Sims featuring models Karlie Kloss and Clément Chabernaud in a true celebration of movement through active poses that are extremely graceful.
In April 2013, LACOSTE accompanies this launch with a digital campaign and dedicated multi-platform site: www.lacoste.com/polo.
The site is an invigorating dive into 80 years of timeless style that allows visitors to travel back in time and discover present day looks inspired by past styles - one look for each decade of Lacoste’s history.
Discover, also, the animated Saga film starring the Polo shirt and spiced with light-hearted humour. Symbolising the last eighty year’s major cultural trends, the polo is at the heart of this animated film.
And to make the experience even richer, experience the 4 polo shirt based games available on the www.lacoste.com/polo site:
- Act like a superhero in the 50s, swelling a polo shirt with all your strength.
- Be “zen” in the 1960s with a kaleidoscope of psychedelic polo shirts.
- Rearrange the rainbow stack of polo honour of the 1970s.
- Head back to the 1980s and find the solution to the Rubiks Cube of polo shirts.
BRAND MANAGEMENT: Didier Calon
AGENCY: BETC/BETC DIGITAL
AGENCY MANAGEMENT: Bertille Toledano, Olivier Vigneaux, Inès Colin de Verdière, Vanessa Elias
EXECUTIVE CREATIVE DIRECTOR: Rémi Babinet
CREATIVE DIRECTOR: Annick Teboul, Safia Bouyahia
ARTISTIC DIRECTOR: Nicolas Casanova, Jean-Charles Guillet