Lacoste Celebrates 90 Years With ‘Impossible Encounters’ Films

The campaign, done in collaboration with BETC bridges pairs of the brand’s eight subcultures, each shot in their own locations and contexts.





In celebration of its 90th year, Lacoste has launched a campaign that shines a spotlight on the fans of the brand with the theme of “Impossible Encounters” in a series of films

The campaign, done in collaboration with BETC, bridges pairs of the brand’s eight subcultures, each shot in their own locations and contexts, to highlight their differences as well as their “unexpected similarities” with their two worlds, brought together by split screen as unexpected kindred spirits bonded through Lacoste.

The campaign builds on Lacoste’s previous ad series “Unexpected Encounters” which launched in 2022.


“Its authenticity and nuance are in large part thanks to the collaboration with local cultural “curators” who ensure the representation of each culture,” says Lacoste. Curators include Lacosteiros expert, Fernanda Souza (São Paulo), and Street Style Specialist, Motofumi “Poggy” Kogi (Tokyo).

The films were directed by Yoni Lappin, who infuses wit into the short ad films.



Founded by the original Crocodile, René Lacoste,  the brand said its “values of French elegance, movement, savoir-faire, creativity, and reinvention have transitioned seamlessly throughout every decade.”


Campaign: The Impossible Encounters
Brand: Lacoste
Brand Managers: Catherine Spindler, Nathalie Beguinot, Julien Scheubel, Yoann Wenger, Mylene Atlan, Caroline Geraud
Ad Agency: BETC Paris
Agency Managers: Bertille Toledano, Marine Hakim, Maud Lambert, Suzy Morin
Chief Creative Officer: Remi Babinet
Executive Creative Director: Florence Bellisson
Art Director: Agnes Cavard
Copywriters: Symonne Torpy, Antoine Gauquelin
Junior Art Director: Joachim Touitou
Music Creative Director: Adam Ghoubali
Strategic Planner: Yann Chervet
Traffic Manager: Alexandra Chini
Art Buyer: Isabelle Mocq
Photographer: Ronan Gallagher
TV Producer: Yannis Cullaz
Production Company: COLORS
Director: Yoni Lappin
Producer: Jules Dieng
Sound Company: GUM


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