BETC and Lacoste could not have packed more brand ambassadors into a single campaign. It features Novak Djokovic, Venus Williams, Pierre Niney, Jeon Somi, Ahn Hyo Seop and Wang Yibo, each chosen to represent a Lacoste ideal.

The campaign, Play Big’s artistic treatment, intends to demonstrate that Lacoste is “a resolutely forward-looking brand, with audacity, wit, pioneering spirit and style.”

To bring the grandiose campaign to life, Lacoste and BETC Paris called on four of the most talented creative minds. Experts in their own domains, each brought their singular vision to colour, light, form and sound – contemporary artists, Imruh AshaandIbby Njoya; legendary photographer,Willy Vanderperre; and composer, Antonio Sánchez, celebrated for his Birdman movie soundtrack.

The ambassadors each embody the audacity, unlimited creativity, and confidence that is the very essence of Lacoste. Each ambassador interacts with the Crocodile in their own way, reflecting their individual style, personality, and driving force.

Serbian tennis legend, Novak Djokovic, holds the crocodile’s jaws apart. The player with the most Grand Slam titles, demonstrates the calmness, power, and fearlessness that have propelled him to unprecedented heights in the sport, Djokovic’s relaxed demeanour mirrors his unparalleled dominance on the court.

Venus Williams, the most revolutionary player of her generation, faces the Crocodile with grace and determination. Her confident stance symbolises the meeting of two iconic forces.

Celebrated French actor, Pierre Niney, embodies the brand’s elegance, playfulness, and audacity. His long-standing connection with Lacoste, fostered by his love of tennis, is evident as he casually tosses a tennis ball into the Crocodile’s mouth, a riff on a historic image of René Lacoste and a live Crocodile.

South Korean singer and model, Jeon Somi, brings pop culture, youth, fashion and wit to the campaign, holding the tooth of the Crocodile with relaxed grace.

South Korean actor, Ahn Hyo Seop’s tranquil yet bold stance mirrors his meteoric rise in the film world, while his red polo t-shirt subtly blends with the Crocodile’s red tongue, creating a chameleon effect.

China’s rising star, Wang Yibo kicks his leg up in parallel with the Crocodile’s open jaws behind him, creating a witty mirror effect. His liberated movements resonate with Lacoste’s vision.

“At Lacoste, we are very proud to draw on a rich heritage while maintaining a spirit of innovation. 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,” stated Catherine Spindler, deputy CEO of Lacoste.

Credits:
Client: Lacoste
Client Team: Catherine Spindler, Nathalie Beguinot, Yoann Wenger

Creative Agency: BETC Paris
Account Team: Bertille Toledano, Marine Hakim, Maud Lambert, Suzy Morin, Morgan Dossou
Chief Creative Officer: Remi Babinet
Executive Creative Director: Florence Bellisson
Art Director: Agnes Cavard
Assistant Art Directors: Joachim Touitou, Marie-Aude Lecomte
Copywriter: Symonne Torpy
Music Creative Director: Adam Ghoubali
Strategic Planner: Yann Chervet
Head of Art Buying: Isabelle Mocq
TV Producers: Jacques-Etienne Stein, Clara Smith

Production Company: General POP (Prose on Pixels)
Director & Photographer: Willy Vanderperre
Post Producer: Sophie Garrel
Sound Company: GUM
Music Composer: Antonio Sanchez