How do you follow up “The Big Leap” ? A film that earned more than sixty million views and received more than 35 awards globally. A film that achieved the rare task of being celebrated by both industry pundits and TV viewers. A film that managed to elevate Lacoste from the ranks of sport brands to fashion brands.

Especially, when the brand hasn’t changed, its positioning has stayed the same and the tagline is set to remain the same for many years to come. Well, you turn this challenge on its head and you tell just that.

Take a look at the last century, fashion has evolved, trends have come and go, style has tremendously changed. But, one thing has stayed: a polo will always add class and elegance to a man’s look. This piece of garment, invented by Lacoste founder, has traveled through the years and yet remains unchanged. One word: iconic.

The beauty of this film created by BETC Paris is that the ad agency managed to tell the story of the Lacoste brand through an even more powerful symbol: a love story. The agency brought back the directing duo (Seb Edwards as director and Hoyte Van Hoytema as DOP) of “The Big Leap”. Their performance on this piece is, once again, best-in-class.

The breathtaking story is brought to life through an absolute attention to detail: an edit that keeps the tension running high, an impeccable costume design, a perfect set design and a grandiose music soundtrack. Every element of the craft was handled by superstars in their domain: Max Richter (Black Mirror, The Leftovers, Shutter Island) for the music and Madeline Fontaine (Jackie, Yves Saint Laurent) as costume designer. It's a showcase of acting, editing, VFX , SFX, design, sound, cinematography, directing and writing.

 

CREDITS

Brand : Lacoste

Ad Agency : BETC Paris

Executive Creative Director: Remi Babinet

Creative Director: Antoine Choque

Art Director: Aurelie Scalabre

Copywriter: Olivier Aumard

Agency TV Producer: Fabrice Brovelli

Director: Seb Edwards

Production Company: Wanda/Academy