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Creative

BETC Puts the Polo at Heart of Lacoste

In line with Spring campaign, this new work celebrates brand's iconic Polo L.12.12

BETC Puts the Polo at Heart of Lacoste

Staying in line with the spring 2013 campaign, LACOSTE once again puts the Polo at the heart of its Autumn-Winter communication with an international campaign orchestrated by BETC.


This year, LACOSTE celebrates its 80 years with a legacy of elegance, authenticity and joy. The anniversary is also an opportunity for the brand to celebrate its iconic Polo L.12.12. 

 


The Polo has its origins in sports, but in 2013, the Lacoste Polo has definitely established itself in the world of fashion. Timeless, its "Unconventional Chic" spirit lives through the campaign. The Polo, being an essential in the feminine as well as the masculine wardrobe, it’s more than a piece of clothing, it reveals a state of mind, a way of life that celebrates the everyday chic.


The new press and outdoor campaign celebrates movement through elegant gestures and postures. A strong body language which is at the time unique and simple. The campaign was photographed by David Sims, and portray the models Suvi Koponen and Clement Chabernaud.


Credits


BRAND: LACOSTE
BRAND MANAGEMENT: Didier Calon
AGENCY: BETC
AGENCY MANAGEMENT: Bertille Toledano / Christine Leblond
EXECUTIVE CREATIVE DIRECTOR: Rémi Babinet
CREATIVE DIRECTOR: Safia Bouyahia
ART DIRECTOR: Jean-Charles Guillet
COPYWRITER: Caroline Cornu
PHOTOGRAPHER: David Sims
ART BUYING: Beatrice Kagan

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