2021 Brand Experience & Activation


Category A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production GENERAL POP Pantin, FRANCE
Production 2 GUM Paris, FRANCE
Name Company Position
Aurélie Scalabre BETC Creative Director
Olivier Aumard BETC Creative Director
Julien Vergne Betc Art Director
Alexandre Girod Betc Copywriter
Mathis Payet BETC Assistant art director
Bao Tu-Ngoc Betc Lead producer
Antonin Romeuf General Pop Producer
Gaëlle Gicqueau BETC Agency Management
Fanny Buisseret BETC Agency Management
Louise Menaige BETC Agency Management
Nathalie Beguinot Lacoste Brand Management
Alexandra Van de Vyvere Lacoste Brand Management
Sarah Mugnier Lacoste Brand Management

Why is this work relevant for Brand Experience & Activation?

Give for good is an action initiated by Lacoste to transform delivery slips into gestures of solidarity for people in need, by giving a second life to clothes in good condition. Between December 14 and 20 in France, all parcels sent after an order made on Lacoste.com included a delivery slip for Apprentis d’Auteuil, a French association Lacoste has been supporting for more than 10 years. This voucher allowed clients to send one or more items of clothing to the association, from any brand, and free of charge.


Lacoste has always been committed to making the world more elegant. Elegance isn’t just a way to dress. It’s worth something, a collective spirit we can apply to help the underprivileged. The multi-dimensional crisis and lockdowns profited e-commerce as the main way to shop, but also had an impact on the holiday season as poverty is rising.

Describe the creative idea (20% of vote)

The fashion industry is often criticised for favouring over-consumption. Our closets are often filled with clothes that are rarely, if ever, worn, and yet are in very good condition. Our question was: how to make e-commerce more virtuous? Especially after a troubled 2020 and a rising social crisis. This is why we decided to transform each Lacoste e-commerce order in an opportunity to make a gesture of solidarity, during one of the most active times in online shopping, the holiday season.

Describe the strategy (20% of vote)

Give for Good was designed to encourage the spirit of solidarity that usually prevails during the holiday season.

Describe the execution (30% of vote)

In 2020 Give for good took place in France, through Lacoste.com. Give for good was also highlighted on Lacoste social media to inform people that their order would include a solidarity voucher. No media spent; it was all organic communication on Lacoste owned platforms.

List the results (30% of vote)

40 000 packages included the solidarity voucher, and hundreds of donations were made just after the launch in December. Give for Good raised strong interest among the Lacoste community. It became one of the most popular & engaging brand posts in 2020: •Time spent on Lacoste.com increased by 113% •Facebook: Reached 70 000 people (+20%), got an 1,56 engagement rate (+16%) and 18 000 video views (+127%) •LinkedIn: Reached 40 000 people and got 750 reactions Overall, the campaign reached more than 300 000 people through Lacoste social media only.