The “crocodile”, Lacoste, is celebrating its 90th anniversary via the campaign Impossible Encounters which is the work of BETC Paris. It bridges pairs of the brand’s eight sub-cultures. Each is shot in its own location and context, highlighting the differences as well as their unexpected similarities.
Impossible Encounters brings the two worlds together through the split screen as unexpected kindred spirits bonded through Lacoste. The campaign builds on Lacoste’s previous series “Unexpected Encounters” which launched in 2022. The brand says its authenticity and nuance are in large part thanks to the collaboration with local cultural curators who ensure the representation of each culture.
The campaign finds unique symmetry in their favorite meet-up spots, surprising parallels in clothing color palettes, and striking contrast between their minimalist/maximalist spirits. Each duo, through the power of Lacoste, enters an unexpected witty fashion dialogue, when they appear to encounter and make eye contact with each other in a moment of mutual style appreciation. The French brand bonds a set of unexpected kindred spirits.
Impossible Encounters showcases Ronan Gallagher’s, Irish photographer, documentary approach. Strong color and fashion sensibility combine to inject colorful pop energy into each still shot. Gallagher shot Lacoste’s iconic 2022 brand campaign. He continues to develop a unique visual language for the ever-evolving brand. Moreover, Yoni Lappin, a London-based director and youth culture lover, infuses wit into the short ad films, bringing together scenarized encounters with spontaneous authenticity. And Chris Saulnier’s, French Digital Director, social-first talents bring unstoppable dynamism to a profoundly anthropological project, bringing together community interviews, and behind-the-scenes moments.