Replacing Lacoste’s crocodile logo to help the International Union for Conservation of Nature save threatened animal species, was the right idea at the right time by BETC Paris, putting Lacoste back on the map in the world of sport-fashion and picking up a number of creative awards. The agency also created the Timeless campaign for Lacoste for last year, both ideas celebrating the brand’s 85^th anniversary.

This year, BETC Paris has taken Lacoste on a different journey, with an idea that’s very relatable in world full of relationship troubles, life is a beautiful sport. The campaign, Crocodile Inside, consists of a film and a series of outdoor visuals and emphasises the brand’s fundamental values: tenacity, freedom of the mind and of movement, and creativity.

The new brand film is central to the campaign. As in the two previous Lacoste productions, the film features a couple. However, this time the love story is less idealised and romanticised. Today, people want reality. BETC Paris and Lacoste deliver it. The film shows a couple on the verge of tearing itself apart. Words that can’t be taken back are said and a metaphoric gap is created between the man and the woman. As their home and the entire building collapses and crumbles into pieces around them, they suddenly realise that they have gone too far, and they take a brave leap back towards each other. The scene is intensified by the spectacular stunts and décor, in a powerful illustration of their desperate fight to not give up on one another and their values.

L’Hymne à l’amour by Edith Piaf reinforces the intensity and emotion of this film.

https://youtu.be/UyYmxuOpTxk

Two awarded actors, Oulaya Amamra and Kevin Azaïs, add their emotion to the cinematic production by, young French directing collective, Megaforce, a which has gained international recognition for its ads and music videos for Madonna, Rihanna and many more.

With the Crocodile Inside campaign, Lacoste suggests a vision of elegance that is more dynamic and more real, put to the test of life and which resonates with our time more than ever.

To complete the film, Lacoste reveals a new visual style with three portraits shot by Oliver Hadlee Pearch, one execution featuring brand ambassador, Novak Djokovic. Djokovic embodies the Lacoste ideal of tenacity. After the most difficult sports period of his career following an injury that forced him to leave the courts for several months, he fought his way back to the number one in the world. Selah Marley and Leo Walk complete the triptych.

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Credits:

Agency: BETC Paris

Executive Creative Director: Rémi Babinet

Creative Directors: Aurélie Scalabre, Olivier Aumard & Damien Bellon

Art Director: Aurélie Scalabre

Copywriter: Olivier Aumard

Assistant Art Director: Jessica Fecteau

Music Creative Director: Christophe Caurret

Strategic Planning: Philippe Martin-Davies

Account Management: Bertille Toledano, Gaëlle Gicqueau & Fanny Buisseret

Internal Production: Fabrice Brovelli, Karim Naceur & Slim Trabelsi @ General Pop

External Production: Charlotte Marmion @ Iconoclast

Directors: Megaforce

Sound Production: Iconoclast Publishing

Client: Lacoste

Client Management: Sandrine Conseiller, Amandine Morel, Mylène Atlan & Amandine Delcour