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

Published On
May 08, 2023
Lacoste print ad showing people wearing the brand in São Paulo and Tokyo

Editor's Pick

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.” 

People wearing Lacoste clothing in Miami and Marseille

People wearing Lacoste clothing in Vitry-Sur-Seine and New York

People wearing Lacoste clothing in São Paulo and Tokyo

People wearing Lacoste clothing in Paris and Seoul


May 08, 2023
Client :
Agency :
Brand Manager :
Catherine Spindler
Brand Manager :
Nathalie Beguinot
Brand Manager :
Julien Scheubel
Brand Manager :
Yoann Wenger
Brand Manager :
Mylène Atlan
Brand Manager :
Caroline Geraud
Agency Manager :
Bertille Toledano
Agency Manager :
Marine Hakim
Agency Manager :
Maud Lambert
Agency Manager :
Suzy Morin
Chief Creative Officer :
Remi Babinet
Executive Creative Director :
Florence Bellisson
Art Director :
Agnes Cavard
Copywriter :
Symonne Torpy
Copywriter :
Antoine Gauquelin
Junior Art Director :
Joachim Touitou
Music Creative Director :
Adam Ghoubali
Strategic Planner :
Yann Chervet
Traffic Manager :
Alexandra Chini
Art Buyer :
Isabelle Mocq
Photographer :
Ronan Gallagher
TV Producer :
Yannis Cullaz
Production Company :
Director :
Yoni Lappin
Producer :
Jules Dieng
Sound Company :

Need a credit fix? Contact the Creativity Editors

Project Type