Title	LACOSTE LT12 BOOK
Brand	LACOSTE
Product/Service	FASHION
Category	A07. Original Printed Content
Entrant Company	MNSTR Paris, FRANCE
Contributing Company	MNSTR Paris, FRANCE

Name	Company	Position
Adrien BOSC		Author
Mike Lemanski		Illustrations
	gr20paris	Graphics design
Romain Laurent		Director Of Photography
Sam Hofman		Photographer

The Campaign

27 years after founder René Lacoste’s Equijet, Lacoste innovates and launches another cutting edge racket, a completely new creation in wood and graphite: the limited edition LT12. To launch the racket, an international scale communication plan is deployed. Our role is to define the storytelling and the editorial strategy in line with the brand message “Life is a Beautiful Sport”. We devised the story “Elegance is Victory” to focus the Lacoste Sport message whilst renewing its singular vision of tennis and sport. We concocted an innovative storytelling connecting the racket, the digital eco-system and the book which is augmented and connected itself. A book that not only showcases the LT12 racket, but also the spirit of the legendary musketeer René Lacoste; injecting emotion in a sport that is often associated with individual and competitive values. A book with resolutely emotional content, in contrast to a sport that is in itself associated with very individual and competitive values. A book to celebrate a vision, a vision of encounters dear to René Lacoste that formed Lacoste’s vision of the game: where tradition meets innovation, performance meets style and camaraderie meets competition. A rich creative work, produced as a result of exceptional artistic collaborations with Romain Laurent (photographer and director, known for his project « One Loop Portrait a Week »), Adrien Bosc (Editor in Chief of the magazine Desports and whose Constellation work won the 2014 Best Novel prize from the Academie Française), and Sam Hofman (Still life photographer, regular contributor for Wallpaper, GQ, Wired). For this edition, we mixed several different narrative forms in an innovative storytelling: 128 beautiful pages, both modern and singular. Thanks to iPhone & Android applications, the book comes to life digitally and is connected to a collection of seven 15-second videos, as well as visuals that are brought to life through augmented reality, enabling the exploration of the brand story and the unique conception of the LT12 racket.

Lacoste’s objective was to create an exclusive gift and an original storytelling to accompany the launch of the LT12 ‘capsule collection’ and racket. Figures: 2000 books produced - 800 books given to journalists worldwide - 700 books given upon purchase of the racket - 500 books given to VIP’s, influencers & Lacoste’s PR

“A story of tennis…and of elegance” A book in the guise of a style manifesto. In 2015, Lacoste created an innovative “capsule collection” of technical clothing dedicated to tennis, as well as a limited edition, cutting edge, tennis racket in wood and graphite born from high technology craftsmanship, the LT12. Our job was to define the storytelling and the editorial strategy for Lacoste Sport. At the heart of the activation mechanism, we created a collector book that explores all the different aspects of Lacoste’s vision of tennis: A history of tennis… and of elegance! The book retraces the origins of tennis up until now, examining its influence on the Lacoste style. A brand content that celebrates in the very same form, the unification of paper and digital, of tradition and innovation all in a beautiful book, itself augmented and connected.