Every Lacoste polo for the last 85 years has displayed the crocodile logo.

For the first time in the brand’s history, a logo change has been initiated, by BETC Paris.

But it’s not a rebrand. It’s a call to action, a campaign for the International Union for Conservation of Nature (IUCN).

Lacoste has formed a partnership with the IUCN to help save threatened animal species.

The crocodile is being replaced by ten threatened animals in a collection of extremely limited-edition polo shirts.

Lacoste and BETC worked with IUCN’s experts to define and select ten threatened species, which the BETC design team turned into logos.

For each species, the number of polo shirts produced corresponds to the number of individuals known to remain in the wild. Just 1,775 polo shirts in total – 30 for the remaining Vaquita, 450 for the Anegada Rock Iguana.

The limited edition polos were launched during the brand’s runway show at Paris Fashion Week on Wednesday, February 28, and are available for sale online on the Lacoste website.

Credits:

Agency: BETC Paris

Chief Creative Officer: Rémi Babinet

Creative Director: Antoine Choque

Copywriters: Céline Mazza & Olivier Aumard

Art Director: Jonathan Baudet-Botella

Assistant Art Director: Benoît Ferran

Stategic Planner: Céline Mazza

Head Of Activation Strategy: Julien Levêque

Producer: Karine Manzic

Agency Management: Bertille Toledano, Fanny Buisseret & Benjamin Veaute

Production Company: Allso

Producer: Franck Annese

Music: Demon

Client: Lacoste

Client Management: Sandrine Conseiller, Felipe Oliveira Baptista, Mylène Atlan & Stéphanie Tournier