LAcoste - Crocodile free
For the international day for biological diversity, Lacoste wanted to renew its partnership with the International Union for Conservation of Nature.
In every square foot of 10 stores around the world, the crocodile left its spot to 10 threatened species.10 stores totally crocodile free in Paris, London, Berlin, Miami, New-York, Los Angeles, Seoul, Tokyo, Shanghai and Lacoste.com. All profits of the day, of the entire stores, were donated to IUCN's Save Our Species program. A global commitment to face a global issue.
As a teaser, three days before the operation, Novak Djokovic entered the court in Roma with a very special outfit : the crocodile had been replaced by one of the ten threatened species.
On may 22, the D-day, the stores were transformed, totally crocodile free :
The crocodile left its spot on the OOH campaign too :
Agency : BETC Paris
CD : Antoine Choque
AD : Me
Copywriter : Olivier Aumard
AD assistants : Benoit Ferran, Jessica Fecteau
Account Manager : Fanny Buisseret, Charlotte Sellier, Suzy Morin
Media Strategy : Lennie Stern, Julien Levêque