Lacoste Hosts Stylish Urban Tennis Match for L1212 Fragrance Launch Campaign

A playful new campaign from Lacoste for its new unisex L1212 fragrance seeks to reflect the essence of the brand and the diversity of its consumer base as seen through the lens of an urban tennis match.

The campaign for the sports, leisurewear and fashion brand – associated closely with tennis and best known for is famous polo shirts – was created in harness with agency Publicis Luxe.

The campaign’s idea is that urban tennis is the game that characterises L1212: a product the brand seeks to position as not limited to a traditional style, setting or context.

The initiative is fronted by a hero spot which features a young and diverse generation of ‘players’ owning the city streets with unique agility, movement, vision and culture which blends the idea of inventiveness with the worlds of sport, dance, fashion and art.

The L1212 bottle itself acts as the game’s catalyst and is caught and passed amongst the characters as they ‘play an urban tennis match with no restrictions’. The creative approach is one which focuses on the beauty of constant and playful athletic.

Launched on 4 April, the spot even include a subtle brand reference as the brand’s famous crocodile logo is formed with the fingers which, according to the agency, ‘serve as a trigger of irreverence’ and a ‘sign that everyone is invited to appropriate and share’.

The campaign features a team of youthful, influencer ambassadors – including Désiré Mia, Hortense de Gromard, Maeva Marshall, Matthias Dandois and Salif Gueye – who front the digital activation in content featuring the campaign’s #CROCROCREW and #LacosteL1212​ hashtags.

The campaign was created for Lacoste’s Coty For Parfums Executive Director Karole Stanislas, Marketing Director Claire Bourut and Project Manager Jessica Bokobza by a team at agency Publicis Luxe which included Creatives Marie-Eve Schoettl, David Soussan, Angèle Banus and Patricia Lopez, Strategist Nicolas Pochitaloff, TV Producers Leslie Muaka and Christine Bouffort and a management group which included Julien Baré, Cécile Chapellier and Olivia De Laage.

Production was handled by Iconoclast and the collective Kourtrajmeuf with Director/Photographer Jonas Lindstroem.