| Title | LACOSTE LT12 |
| Brand | LACOSTE |
| Product/Service | FASHION |
| Category |
A03. Storytelling |
|
Entrant Company
|
MNSTR Paris, FRANCE
|
|
Advertising Agency
|
MNSTR Paris, FRANCE
|
Credits
| Louis Bonochon |
MNSTR |
Art Director |
| Perrine Lize |
MNSTR |
Advertiser Supervisor |
| Romain Laurent |
Solab |
Producer |
Creative Execution
To take closer look at the LT12 racket and capsule collection, we decided to come up with a 7-episode miniseries exploring the “Elegance is Victory” slogan.
Directed by the photographer and director Romain Laurent, each brief episode reveals an aspect of the LT12 history: savoir-faire, camaraderie, fair-play, joie de vivre and more.
The seven 15-second episodes have been created for Instagram & adapted for Vine. A teaser campaign on Snapchat provides a look “behind the scenes”. Finally, Tumblr and Pinterest pages uncover the esthetic inspirations behind the LT12 shorts.
During the campaign, Lacoste fans are invited to share their photos using the #beautifultennis hashtag.
The videos were published across the brand’s social media networks, concentrating on Instagram and the brands 1 million followers, and Facebook and its 13,5 million fans.
The sponsored publication of the content enabled Lacoste to increase its number of followers (1 million at the moment) even if the objective was above all digital amplification through reach: 850 000 people saw the different types of content, the videos were viewed 320 000 times with a repetition rate on our target audience 2, 81 with a high rate of “Likes” superior to 2 %.
In 2015, Lacoste launches a new sports line with a brand new ‘capsule’ collection and a limited edition racket: The LT12.
To activate the launch we created a brand story we named “Elegance is victory”.
A campaign celebrating the union of sport and elegance; performance and fair-play; heritage and innovation.
To ensure that we satisfied the public expectations while promoting the brand’s inventiveness, we opted for an advertising campaign focusing on the new social media platforms and their mobile consultation.
We produced 7 films to illustrate each aspect of the “Elegance is victory” story: The racket; The gesture; The court; Movement; Team spirit.