| Title | URBANITE |
| Brand | LACOSTE |
| Product/Service | LACOSTE |
| Category |
G06. Photography |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
SPARKLINK Paris, FRANCE
|
Credits
| Antoine Choque |
BETC |
Creative Director |
| Nicolas Prado/Elisa Valenzuela |
BETC |
Art Director |
| Isabelle Mocq/Karine Grealou |
BETC |
Art Buying |
| Cendrine Gabaret |
- |
Agent |
| Matthieu Raffard |
- |
Photographer |
The Campaign
The creative idea is to leverage the brand platform “Life is a beautiful sport” with an inspiring, poetic, elegant and powerful shooting report illustrating how you can turn your urban life into a playground.
Urbanite is a content activation which gathers the three pillars of “life is a beautiful sport”: city + sport + style. The idea of urbanite is to put a sportsman practicing his sport in town with style, making the city his new playground and reinventing how we do sport.
Creative Execution
Urbanite reports are composed of 17 visuals, a 20s video (adapted into a 6s format for teasing purpose), an interview about the sportsman, his passion, his state of mind, his connection with urban environment and with style.
In their execution urbanites require a quite small team (1 or 2 sportsmen + 1 photographer + 1 Artistic Director + 1 stylist) requisitioned over 2 or 3 days of shooting. It is a very flexible production entitling a great spontaneity in shooting.
All this content is then released on Lacoste Official website and social networks, including Facebook and Instagram. The idea is to release up to 3 urbanites per season, embarking the users in an urban journey from Paris to Rio, to fuel the Lacoste brand and feed its online channels.
Indication of how successful the outcome was in the market
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Through several series of shooting reports, each time illustrating a new sport practiced with style in town, we want to support the brand platform “Life is a beautiful sport”. Each shooting report illustrates the idea of an effortless elegance in movement.
The urbanite is also a complementary activation to the existent communication ecosystem. It is a way for Lacoste to communicate online on its website and its social channels including Facebook and Twitter. It is a way to address a younger audience and revitalise the brand.
The urban climber urbanite reports stared Manu Romain a 28 year old urban climber practicing his sport as a way of living. With this report we captured the art of Manu embracing the city and pushing his limit as he puts his life at stake in a “cool in danger” attitud