Lacoste just launched its latest global campaign that embraces the fusion of art and fashion, starring six of this generation's most talented and popular celebrities.
Made with its agency partner BETC Paris, the new "Play Big" campaign introduces an awe-inspiring initiative centered around its iconic crocodile emblem.
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The luxury brand shines the spotlight on six influential ambassadors embodying its core values of audacity, unlimited creativity, and confidence:
- Tennis legends Novak Djokovic and Venus Williams
- French actor Pierre Niney
- South Korean singer and model Jeon So Mi
- South Korean actor Ahn Hyo Seop
- Chinese celebrity and professional motorcycle racer WANG YIBO
Each star engages with a gigantic crocodile in distinct ways that resonate with their individual styles and personalities.
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Central to Lacoste's campaign is its focus on tennis, as seen in the brand choosing Djokovic's ad for its first post on Instagram to introduce the campaign.
"As a pioneer of fashion-sport, it was essential for Lacoste to reference tennis, elevating textile materials such as mesh, cotton polo, and knitwear, to create a strong fashion and savoir-faire connection," the company wrote in a press release.
Behind the 'Play Big' Campaign
The real star of the campaign is the larger-than-life crocodile.
"Lacoste chose to spotlight a giant crocodile, a vibrant representation of the brand: colorful, playful and oversized, it perfectly illustrates Lacoste's savoir-faire and wittiness."
To make Lacoste's "Play Big" vision come to life, it collaborated with four distinguished creative minds:
- Contemporary artists Imruh Asha and Ibby Njoya
- Photographer and director Willy Vanderperre
- "Birdman" soundtrack composer Antonio Sánchez
"At Lacoste, we are very proud to draw on a rich heritage while maintaining a spirit of innovation," Lacoste Deputy CEO Catherine Spindler said.
"And because we constantly strive to reinvent ourselves, this new 'Play Big' campaign is an occasion to reaffirm the power of our iconic crocodile, our fashion roots, and our rightful place in the realm of sports and especially tennis," she concluded.
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Editing by Katherine 'Makkie' Maclang