Inspired by the diverse Lacoste community, the new Lacoste Spring 2022 ad campaign reveals that moment when two very different people meet by chance and discover that they have something in common: a piece of clothing bearing the iconic crocodile.
This new campaign, elaborated by BETC, celebrates the crocodile as an initiator of unexpected encounters. It brings together people who seemed to be on opposite sides.
To reinforce the authenticity of these encounters, the protagonists are largely embodied by a street casting of people who had never modeled before and took on this role for one day, with spontaneity and freshness.
With its iconic pieces as starting point, installs a new brand tone which is fresh and full of spirit.
Irish photographer Ronan Gallagher captured these moments. He mixed his documentary style with a fashion vibe for authentic and spontaneous shots.
The music of The Sugarhill Gang – Apache reinforces this idea of cultural hybridization. It is itself at the crossroads between instrumental rock, country & western and hip-hop. The music appears joyfully with each encounter, to accompany our protagonists as they meet up.
This new Lacoste brand campaign features the power of the crocodile.
It unites as much as it allows everyone to express their differences. The crocodile stands at the rallying point that unites us at the crossroads of cultures, generations and styles.