Best of 2018 Print/OOH/Design No.3: Lacoste Replaces Its Crocodile With Endangered Species in Limited-Edition Polo Shirt Line

The Number Available Corresponds to Those Alive in the Wild

Published On
Feb 28, 2018

Editor's Pick

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.

Original Story:

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.

Credits

Date
Feb 28, 2018
Client:
Lacoste
Client:
Lacoste
Agency:
BETC-Paris
Agency:
BETC-Paris
Client:
Sandrine Conseiller
Client:
Felipe Oliveira Baptista
Client:
Mylène Atlan
Client:
Stéphanie Tournier
Agency Management:
Bertille Toledano
Agency Management:
Fanny Buisseret
Agency Management:
Benjamin Veaute
Chief Creative Officer:
Rmi Babinet
Creative Director:
Antoine Choque
Creative Director:
Céline Mazza
Copywriter:
Céline Mazza
Copywriter:
Olivier Aumard
Art Director:
Jonathan Baudet-Botella
Strategic Planner:
Céline Mazza
Head of Activation Strategy:
Julien Levêque
Producer:
Karine Manzic
Production Company:
ALLSO
Producer:
Franck Annese
Music:
Demon
Agency:
BETC-Paris
Client:
Sandrine Conseiller
Client:
Felipe Oliveira Baptista
Client:
Mylène Atlan
Client:
Stéphanie Tournier
Agency Management:
Bertille Toledano
Agency Management:
Fanny Buisseret
Agency Management:
Benjamin Veaute
Chief Creative Officer:
Rmi Babinet
Creative Director:
Antoine Choque
Creative Director:
Céline Mazza
Copywriter:
Céline Mazza
Copywriter:
Olivier Aumard
Art Director:
Jonathan Baudet-Botella
Strategic Planner:
Céline Mazza
Head of Activation Strategy:
Julien Levêque
Producer:
Karine Manzic
Production Company:
ALLSO
Producer:
Franck Annese
Music:
Demon

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