Through New Year’s on Creativity, we’ll be counting down the best work and ideas of the year in various categories: TV/Film/Branded Content, Print/Out of Home/Design/Experiential and Digital/Integrated/Social.
At No. 4 in Print/OOH/Design, Lacoste’s limited-edition product line doubled as a powerful conservation statement. Agency BETC Paris convinced the fashion brand to drop its iconic alligator logo and replace it with ten endangered species, including the Sumatran tiger, the Javan rhino, the Burmese roofed turtle and the California condor. The number of shirts available matched the number of actual animals left in the wild. Ultimately, all 1,750 polos sold out but the brand is encouraging consumers to keep supporting the project’s partner, the International Union of Conservation for Nature.
Lacoste, the French polo shirt brand, is replacing its iconic crocodile logo with ten threatened animals in a limited-edition line created in partnership with a nature conservation charity.
Agency BETC developed the line with the International Union for Conservation of Nature; and it features animals such as the Javan Rhino, Burmese Roofed Turtle, California Condor and Sumatran Tiger. The number of shirts available for each animal corresponds to the number of that species left in the wild: for example, 350 for the Sumatran Tiger.
1,775 polo shirts in total are being launched during the brand's runway show at Paris Fashion Week today, available for sale online on the Lacoste website.