| Title | LACOSTE LT12 BOOK |
| Brand | LACOSTE |
| Product/Service | FASHION |
| Category |
A07. Books |
|
Entrant Company
|
MNSTR Paris, FRANCE
|
|
Advertising Agency
|
MNSTR Paris, FRANCE
|
Credits
| Adrien BOSC |
|
Author |
| Mike Lemanski |
|
Illustrations |
| Romain Laurent |
|
Director Of Photography |
| Sam Hofman |
|
Photographer |
|
GR20paris |
Graphics design |
Brief Explanation
Lacoste is a clothing company founded in 1933 that sells high-end clothing, footwear, perfume, leather goods, watches, eyewear, and most famously polo shirts.
René Lacoste, the company's founder, is a member of the famous “Musketeers” team and star at Wimbledon, Forest Hills, and Roland Garros. He was nicknamed 'the Crocodile' by fans because of his tenacity on the tennis court..
Lacoste is the story of a tennis legend whose inventions changed the entire sport and revolutionized the clothing industry forever.
Today Lacoste is a world brand, followed by a large audience :
- Facebook 13 millions
- Instagram 1,1 million
- Twitter 1 million
..
The Brief
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 an innovative “capsule collection” of technical clothing dedicated to tennis and the LT12 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”.
How the final design was conceived
“A story of tennis…and of elegance” A book in the guise of a style manifesto.
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.
We designed and produced a book that not only showcases the LT12 racket, but the spirit of the legendary musketeer René Lacoste ; 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 to create this collector book.
Indication of how successful the outcome was in the market
The book retraces the origins of tennis up until now, examining its influence on the Lacoste style.
A brand content that celebrates in a beautiful book augmented and connecte., the unification of paper and digital, tradition and innovation.
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.
2000 collector books produced :
- 800 books offered to journalists worldwide
- 700 books offered upon purchase of the racket
- 500 books offered to VIP’s, influencers & Lacoste’s PR