Print ad: LACOSTE: Lacoste Spring/Summer Campaign

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The idea was to renew the campaign while building on its strong assets, movement, elegance and freedom. After five campaigns where young people would jump individually to express their well being, BETC Luxe, Paros wanted to retain these attributes while at the same time communicating Lacoste's modern style. The elegance and dynamism become shared, with a group of young people jumping collectively at the same time. 2008 is Lacoste's 75th anniversary, so the first "Press" phase of the campaign expresses the new SS08 collection in three different themes, while the second "Outdoor" phase celebrates the anniversary with the group jumping together to form the word LACOSTE.