Last year Lacoste surprised to turn his emblematic crocodile into a monumental piece that explored the Intersection between fashion, art and sport. Now, again by the agency Betc Paris, The brand deepens that connection presuming the iconic character of its garments and the personalities that look them.
The global scope campaign consists of a series of images, made by American photographer Tyler Mitchell, who play visual with garments and accessories of the brand, reinterpreting them from an artistic and ingenious perspective and a playful tone. They are starring Lacoste’s most outstanding ambassadors: tennis players Novak Djokovic and Venus Williamsthe actors Pierre Niney and Adele exarchopoulos and the singer Wang Yibo.
“Play With Icons” (Play with icons) also has video pieces that provide movement to the images. They are presented in slow motion and with a cheerful soundtrack by the French composer Émile Sornin. The campaign highlights Lacoste’s products with a colorful staging and avant -garde character.
As explained by the agency in a statement, the connection between art, sport and fashion also emanates from the production of the pieces itself. The creative team has worked to enhance the Key brand symbols: created the tennis ball that holds Venus Williams in Nácar, sprayed the tennis network that novak djokovic in gold, and transformed blue poles into flowers for the images of Wang Yibo.
From Betc they ensure that the result is a new, unexpected and memorable perspective of the extraordinary Lacoste DNA, and that each ambassador-product couple celebrates their design, style and legacy in a way that aspires to create new myths.
“We imagine a series of scenes where “play with icons” would acquire an epic, avant -garde and original dimension, embodied by incredible champions, actors and singers“Agnès Cavard, associated creative director and artistic director of BETC, commented in the statement.
The campaign has already been activated in print media, television, digital media and in Lacoste’s flagship stores worldwide.
