Lacoste celebrates 90 years of ‘Impossible Encounters’ in colorful global campaign
The world comes together, with a wink, in BETC’s charmingly breezy campaign for the apparel brand
May 08, 2023
Lacoste’s crocodile turns 90 this year, and is looking no worse for wear.
The clothing and accessories company is celebrating its milestone birthday with a campaign from BETC Paris that travels to different corners of the globe to highlight its worldwide appeal. A series of films and print ads unite cities such and New York and Paris, Miami and Marseille and São Paulo and Tokyo—through a series of “Impossible Encounters.”
“The campaign bridges pairs of its eight subcultures, each shot in their own meaningful locations and contexts, to highlight both their differences and their unexpected similarities—finding unique symmetry in their favorite meet-up spots, surprising parallels in clothing color palettes and striking contrast between their minimalist/maximalist spirits,” the brand says.
The films were directed by Yoni Lappin. The print work below was shot by Ronan Gallagher, who also worked on Lacoste’s 2022 brand campaign, “Unexpected Encounters.”