Lacoste: Urbanite

Credits & Description:

Title: Urbanite
Agency: Betc
Brand: Lacoste
Country: France
Advertising Agency: Betc, Paris
Entrant Company: Betc, Paris
Media Agency: Betc, Paris
Pr Agency: Betc, Paris
Production Company: Sparklink, Paris
Additional Company: Sparklink, Paris
Design Agency: Sparklink, Paris
Art Director: Elisa Valenzuela (Betc)
Creative Director: Antoine Choque (Betc)
Agent: Cendrine Gabaret (Cendrine Gabaret)
Photographer: Matthieu Raffard (Matthieu Raffard)
Art Buyer: Isabelle Mocq (Betc)
Art Buyer: Karine Gréalou (Betc)
Art Director: Nicolas Prado (Betc)
Synopsis:
-Lacoste is a luxury fashion brand inspired by sport, which follows urban people in their everyday life and their daily challenges. It is a brand that accompanies effort and movement with a constant sense of elegance. . The brand platform, “Life is a beautiful sport” captures the brand’s essence. -All the communication campaigns on the brand revolve around this brand platform. Yet, we needed an activation embodying it perfectly: this is the purpose of urbanite.
Campaign Description:
-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
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.
Strategy:
-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” attitude.