Over the past 90 years since its founding, the Crocodile has grown over time to bring an abundance of style and unlimited creativity in each design. Selected to wear by many different customers, but each individual has a way of expressing the crocodile spirit in a very unique and outstanding way. And coincidentally, this is the guideline that Lacoste has been pursuing all this time.
Lacoste launches global branding campaign spring-summer 2022
Inspired by the colorful Lacoste community, the branding campaign launched in Spring Summer 2022 has brought a very different view of unexpected encounters, from seemingly strangers to familiar people. too much.
Although simple, that logo is the bridge connecting us during the past time. Under Lacoste’s lens, the feeling of hesitation and hesitation when speaking of unexpected encounters has been removed and replaced by friendly smiles, laughter and happy eyes when meeting people. teammates” with the same Crocodile logo.
On a beach, Marga meets Anis – a young man about the same age as her nephew, and she changes from surprised to delighted when Anis dons her pink vintage polo shirt . . Or the image of a skater with a pretty little girl wearing a bucket hat , each person has a different way of wearing the hat, but most of all, they respect it with a friendly witty smile. And, have you ever imagined what two different but similar souls will say when they accidentally pass each other?
These accidental moments were made very naturally by agency BETC (one of the famous agencies in France) when choosing everyday characters to bring freshness, as well as the most authentic feeling to the audience. clearly convey Lacoste’s message in this Branding campaign.
In this campaign, Lacoste has brought us back to the time when icons became familiar, but with a different perspective, more colorful and closer than ever.
The ordinary and idyllic moments of life were captured by photographer Ronan Gallagher. He used the typical tones of documentaries combined with the artistic colors of the fashion industry to bring the most realistic and inspirational shoots. Under his lens, unexpected encounters have become witty, light-hearted, and spread positivity to viewers.
Compared to the intersection of country, Rock, Western and Hiphop music, the melody of The Sugarhill Gang – Apache appears in each meeting to add playfulness, humor and wit to the characters in the series. each scene.
The power of the Crocodile, whether on his chest, on his feet, or on his favorite handbag,… has once again linked strange souls who thought they had nothing in common, but became in tune with each other. so easy. A shirt may be chosen by many people to wear, but we with different personalities will show our own color and style.
And the Crocodile has once again broken all limits, overcoming barriers of generation, culture, country, gender… to bring us together as close teammates through respect. mutual respect and understanding.
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