Creativity

Lacoste Replaces Its Crocodile With Endangered Species in Limited-Edition Polo Shirt Line

The Number Available Corresponds to Those Alive in the Wild

By Alexandra Jardine. Published on Feb 28, 2018

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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.

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Credits

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

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