Lacoste - Crocodile Free

LAcoste - Crocodile free

Context: 
For the second year, Lacoste is raising awareness on threatened animals as part of its partnership with the International Union for Conservation of Nature (IUCN).

Idea: 
During 24 hours, for the International Day for Biological Diversity, Lacoste’s crocodile made way for ten endangered species all over the world. On this day, Lacoste became «crocodile free» in every square foot of its shops and in every communication (TV, OOH, social medias and e-shop). Novak Djokovic, a Lacoste ambassador, took part in the operation by wearing an official outfit with the Hawaiian Monk Seal logo during Rome’s ATP Masters. The campaign encountered outstanding media exposure. It also drove a record number of customers in stores. 

All profits from this day helped IUCN’s efforts to conserve threatened wildlife.

On may 22, the D-day, the stores were transformed, totally crocodile free :

The crocodile left its spot on the OOH campaign too :

AWARDS

One Show GOLD Pencil I Out of home I Brand Installations
One Show SILVER Pencil I Experiential & Immersive/Brand Installations
D&AD WOOD Pencil I Media I Use of retail
Cannes Lions BRONZE I Media / Use of ambient media Large Scale
Cannes Lions BRONZE I Outdoor / Corporate Purpose & Social Responsibility
Cannes Lions SHORTLISTED x 8
Eurobest GOLD I Design / Retail Environment & Experience Design
Eurobest GOLD I Direct / Corporate Purpose & Social Responsibility
Eurobest SILVER I Outdoor / Corporate Purpose & Social Responsibility
Eurobest BRONZE I Media / Use of Ambient Media: Large Scale
Eurobest BRONZE I Outdoor / Special Build
Eurobest BRONZE I Brand experience & activation / Corporate Purpose & Social Responsability
Clio Awards SILVER I Out of home / Ambient
Clio Awards SILVER I Out of home / Takeover
Clio Awards BRONZE I Design / Retail Design
Clio Awards BRONZE I Direct / Out of home
Clio Awards BRONZE I Experience & Activations / Events
Epica Awards GOLD I Promotions & Incentives
Gerety Awards SILVER I Experience Cut
Gerety Awards SILVER I Work for good cut
Cresta Awards GOLD I Ambient and Experiential: Experiential campaign
Cresta Awards GOLD I Brand Purpose: Brand Activism
Cresta Awards GOLD I Craft: Outstanding Direction (film/video)
Club des AD GOLD I Grand Causes/Responsabilité Sociale des Entreprises – Affichage
Club des AD SILVER I Grand causes/Responsabilité Social des Entreprises – Digital
Grand Prix Stratégies Publicité I Prix du jury des annonceurs
Grand Prix Stratégies Publicité GOLD

Agency: BETC Paris
AD: Jonathan Baudet-Botella
Copywriter: Olivier Aumard
CD: Antoine Choque
AD assistants: Benoit Ferran, Jessica Fecteau, Joachim Touitou
Account Manager: Fanny Buisseret, Charlotte Sellier, Suzy Morin
Media Strategy: Lennie Stern, Julien Levêque