Lacoste launches campaign starring ordinary people

By

Sandra Halliday

Published
Apr 28, 2022

Sports-fashion label Lacoste has unveiled a new campaign that’s a little different. It’s been inspired by its diverse community and “reveals that moment when two very different people meet by chance and discover that they have something in common”.

That something is, of course, a piece of clothing bearing the Lacoste crocodile logo.

The company said the “sweet, funny encounters trigger smiles, eye contact and camaraderie”.

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Created by BETC, the new campaign “celebrates the crocodile as an initiator of unexpected encounters. It brings together people who seemed to be on opposite sides”. 

To reinforce that idea and the “authenticity of these encounters”, the protagonists mainly comprise a street casting of people who had never modelled before and who “took on this role for one day, with spontaneity and freshness”. 

It’s an undeniably interesting approach and comes with both still imagery and video that shows just how the label can be worn and enjoyed by a cast of very different individuals.

Lacoste has been shaking things up in recent periods with initiatives such as last spring’s collab with Walk in Paris that targeted a youthful consumer, its unisex collab with Awake NY earlier this year, and its link-up with video game Minecraft to launch an exclusive collection for SS22.