2022
creative DIRECTION, CONCEPT DEVELOPMENT
campaign RolLOUT: paid social (tiktok/meta/snapchat/youtube), onsite (zalando), influencer activation
The Brief: Make Lacoste relevant and inspiring to a new generation. Shift brand perception from ‘classic and preppy’ to ‘cool and expressive’ — aligning with Lacoste’s new mission to liberate movement.
The Strategy:
Lacoste empowers a new generation to move freely with athleisure that combines on-court movement with off-court style. GenZ are trailblazers in every sense — from living nomadic lifestyles to embracing alternative career paths and beliefs that pave the road for bright futures. So, let’s hero a generation who dare to move differently.
The Idea:
To Be Honest — A story of moving, changing and becoming.
We tell an inspiring coming of age story seen through the eyes of Honest, our Lacoste heroine. With the help of her friends, we watch as she traverses the twists and turns of young adult life. No matter what comes her way, Honest keeps moving with a liberated spirit.
In the hero film, we see slices of Honest’s life in a movie trailer format. The trailer is a teaser of unwritten potential and promising futures, a metaphor for our audience at a similar stage of life.
Our hero talents, French Singer/Songwriter Camille Jansen and Belgian Dancer/Choreographer Nick Coustier kicked off the #tobehonest influencer activation in behind the scenes interviews that bridge the hero film and influencer layer. The narratives explored in our campaign film are echoed in cast interviews in between takes — drawing strong parallels between fiction and their real life.
