Olivier Aumard
Directeur de la création at BETC Paris, Pantin
Paris, Frankreich
TitelSave our Species
BriefLacoste replaced its famous crocodile logo with images of endangered species on a series of 1175 limited-edition polo shirts. It was a first in the brand's 85-year history. The number of shirts bearing each design reflected the rarity of the creature: there were only 30 shirts featuring the Vaquita porpoise, for example. All the shirts sold out - and the Save Our Species project got worldwide press coverage for the International Union for Conservation of Nature. For this ingenious campaign, Lacoste replaced its iconic crocodile logo with endangered species on a series of limited edition shirts. In fact, each shirt was limited to the number of surviving animals within the species concerned. Less rare were the number of news articles generated by the campaign for the International Union for Conservation of Nature. Lacoste replaced its iconic crocodile logo with endangered species in a campaign that raised awareness of the International Union for Conservation of Nature, not to mention the plight of rare animals. When Lacoste replaced its famous crocodile logo with images of endangered species on a series of limited-edition polo shirts - a first in the brand's 85-year history - the media couldn't get enough of the idea. Suddenly the French brand was all over the global press, as was the International Union for Conservation of Nature. Save Our Species was a brave move from Lacoste, which replaced its familiar crocodile on a series of limited edition shirts to raise awareness of the plight of endangered species. It was a first in the brand's 85-year history and a rare example of a fashion brand daring to play with its logo.
Agentur
Kampagne Save Our Species
Werbende Lacoste
Marke Lacoste
PostedAugust 2018
Geschäftsbereich Kleidung
Story Few brands benefit from such a famous logo. This is why we suggested that Lacoste turn this icon into a megaphone drawing public attention to threatened animals in the wild. An initiative that appeared natural to a brand showcasing a crocodile and which had already been involved in the “Save your Logo” programme a few years ago.;To make it happen, we needed an expert partner to work with. The choice came naturally to the International Union for Conservation of Nature (IUCN) which has been the global authority on the status of the natural world and the measures needed to safeguard it for the past 70 years.;Our objective besides financial support for the association was to raise awareness and give visibility to their Save our Species programme in order to support their action on the ground.
Medientyp Case Study
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Creative Director
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Art Director
Art Director
Produktionsfirma
Filmproduzent/Produzent
Agency Producer
Executive Creative Director
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Art Director Assistant
Strategieplaner
Strategy Director
Musik
CCO Rémi Babinet
Creative Director Antoine Choque
Copywriter Céline Mazza, Olivier Aumard
Art Director Jonathan Baudet-Botella
AD Assistant Benoît Ferran
Strategic Planner Céline Mazza
Head of Activation Strategy Julien Levêque
Producer Karine Manzic
Production Company ALLSO
Brand Management Sandrine Conseiller, Felipe Oliveira Baptista, Mylène Atlan, Stéphanie Tournier
Agency Management Bertille Toledano, Fanny Buisseret, Benjamin Veaute
Producer Franck Annese
Entrant Company BETC
Idea Creation BETC
Production ALLSO

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