Lacoste 'Life Is A Beautiful Sport'
More than just a tagline, 'Life is a beautiful sport' is Lacoste’s new promise. A promise that re-establishes the brand’s founding values.
Whether on the playing field or in everyday life, the Lacoste story has its heritage in a quest for authenticity, performance and elegance. The founder, René Lacoste never considered sport as just a physical performance, but as a proof of tenacity, engagement and panache.
Life is a sport, a challenge that demands courage, but above all, an incredible playground. It is this profoundly optimistic vision that 'Life is a Beautiful Sport' embodies.
Lacoste's first advertising film, The Big Leap', created by BETC Paris and directed by Seb Edwards, is a metaphor for 'Life is a beautiful sport'. It was produced through Wanda and MPC completed the VFX.
The film is an epic story of a first kiss and of a man overcoming his fears to show a woman he loves her. It is a metaphorical plunge into the unknown where there is no turning back and the outcome can only be known once the space between them is crossed.
Premiering in France on February 7th during the Winter Olympics, the campaign will run globally from March 2014 onwards. The film will be shown on TV and cinema in a 30” and a 60” version. The campaign also includes press visuals, an outdoor campaign and a digital activation.
The visuals are Jacob Sutton’s creations. They are poetic portrays of men and women, moving with elegance above the city and the trials of everyday life. The urban and minimalist visuals are a beautiful, yet simple metaphor of the 'Lacoste spirit' that remains sporty and relaxed when confronted with challenges.
Credits
TV
BRAND: LACOSTE
BRAND MANAGEMENT: Berta de Pablos, Mylene Atlan, Sophie Bernard
AGENCY: BETC
AGENCY MANAGEMENT: Bertille Toledano, Brune Failliot, Matthieu Kuster
EXECUTIVE CREATIVE DIRECTOR: Remi Babinet
CREATIVE DIRECTOR: Antoine Choque
ART DIRECTOR: Damien Bellon & Gabrielle Attia
COPYWRITER: Gabrielle Attia & Damien Bellon
STRATEGIC PLANNING: Clement Boisseau
TRAFIC: Michele Bertona
TV PRODUCER: David Green
PRODUCTION COMPANY: Wanda
PRODUCER: Patrick Barbier, Jerome Denis & Romain Cavagnac
SOUND: Schmooze
DIRECTOR: Seb Edwards
VFX: MPC
MUSIC: Discolsure - “You & Me” ft Eliza Doolittle – Flume Remix / Universal Music Publishing
BRAND: LACOSTE
BRAND MANAGEMENT: Berta de Pablos, Mylene Atlan, Sophie Bernard
AGENCY: BETC
AGENCY MANAGEMENT: Bertille Toledano, Brune Failliot, Violaine Vulliez, Matthieu Kuster
EXECUTIVE CREATIVE DIRECTOR: Rémi Babinet
CREATIVE DIRECTOR: Antoine Choque
ART DIRECTOR: Damien Bellon
COPYWRITER: Gabrielle Attia
STRATEGIC PLANNING: Clément Boisseau
PHOTOGRAPHER: Jacob Sutton
ART BUYING: Béatrice Kagan
PRODUCTION: RITA
