Life is a beautiful sport, la nouvelle campagne publicitaire de Lacoste

La vie est un terrain de jeu et avec le lancement de son nouveau message : « Life is a Beautiful Sport », Lacoste entame une nouvelle ère en remettant au cœur de son discours ses valeurs fondatrices.

En effet, que ce soit sur les terrains de sport ou dans la vie de tous les jours, Lacoste a écrit son histoire sur une quête d’authenticité, de performance et d’élégance. Chaque vêtement Lacoste est créé pour que les hommes et les femmes se sentent le corps et l’esprit libres, des vêtements adaptés à une vie toujours en mouvement. C’est cette vision d’optimisme et de courage qu’incarne la campagne « Life is a Beautiful Sport ».

Les visuels presse et affichage de cette campagne Lacoste sont signés Jacob Sutton. Ils mettent en scène de façon poétique, des hommes et des femmes qui évoluent avec élégance « au-dessus » des difficultés de la ville et de la vie. Ces visuels urbains et minimalistes sont la simple métaphore de ce fameux « l’esprit Lacoste », un doux mélange de sport et de décontraction.

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Réalisé par Seb Edwards, le premier film publicitaire de cette nouvelle campagne Lacoste traduit le courage de l’homme, interprété par la star montante du cinéma Paul Hamy, qui risque le grand saut. Une sensation de vertige quand il se lance vers l’inconnu. Le contraste d’oser un petit geste pour affronter l’immensité émotionnelle, franchir un mètre pour avancer d’un kilomètre et gagner le match de sa vie.

Confiée à BETC et lancée en France en avant-première lors des Jeux Olympiques d’hiver en février 2014, la campagne sera diffusée mondialement à partir du mois de mars 2014.

Elle sera composée d’un film de 30’’ et d’un film de 60’’ pour la télévision et le cinéma, de visuels pour la presse et l’affichage et d’une activation digitale.

La campagne a été lancée devant la presse le 17 janvier dernier et vous pourrez trouver les images de cette soirée sur l’espace dédié sur le site internet de Lacoste.

 

 

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