| Title | LT12 |
| Agency | m_nstr_ |
| Campaign | LT12 |
| Advertiser | Lacoste |
| Brand | Lacoste |
| Date of First Broadcast/Publication | 2015 / 2 |
| Tagline | Elegance is Victory |
| Story | 7 years after founder René Lacoste’s Equijet, Lacoste launches another cutting-edge racket, an entirely new creation in wood & graphite, the limited edition LT12 For the launch we’ve reimagined the Lacoste brand story, creating brand content that combines bite-sized content with publishing, in keeping with Lacoste’s singular sporting vision: Elegance is Victory |
| Philosophy | LACOSTE’S VISION OF THE BEAUTIFUL GAME Faithful to the spirit of musketeer René Lacoste, MNSTR presents “Elegance is Victory”. This brand story clarifies the “Life is a Beautiful Sport” brand message, opening a new chapter dedicated to his sporting vision. An entirely new story which connects the premium racket with digital media and a beautiful book, itself augmented and connected. A BOOK IN THE GUISE OF A STYLE MANIFESTO Created specially for the launch, this collectible book goes back to the beginnings of tennis, examining its influence of the Lacoste style. The book reveals the encounters that formed the basis of Lacoste’s vision of the game: where tradition meets innovation, performance meets styleand camaraderie meets competition. To produce the fine art book, MNSTR collaborated with Adrien Bosc, Editor in Chief of Desports magazine, whose Constellation wonthe 2014 Best Novel prize from the Academie Française. Thanks to iPhone & Android applications, the book is connected to a collection of short videos that explore this brand story. A MINISERIES TO TELL THE STORY To take closer look at the LT12 racket and capsule collection, MNSTR has come up with a 7-episode miniseries exploring the “Elegance is Victory” slogan. Directed by the photographer and director Romain Laurent, each brief episode reveals an aspect of the LT12 history: savoir-faire, camaraderie, fair-play, joie de vivre and more. The seven 15-second episodes have been created for Instagram & adapted for Vine. A teaser campaign on Snapchat provides a look “behind the scenes”. Finally, Tumblr and Pinterest pages uncover the esthetic inspirations behind the LT12 shorts. During the campaign, Lacoste fans are invited to share their photos using the #beautifultennis hashtag. THE CAPSULE COLLECTION IN STILL LIFE PICTURES In collaboration with Felipe Oliveira Baptista, Lacoste has also created the LT12 collection. An innovative capsule collection which revitalizes Lacoste’s chic sportwear with elegance and energy, performance and comfort. MNSTR collaborated with still-life photographer Sam Hofman to do justice to the collection’s key pieces. The pictures will come alive on the social networks and in the connected book through the use of animated GIFs |
| Media Type | Integrated Media/360 Activation |
| Executive Creative Director | Louis Bonichon |
| Managing Partner | Perrine Lizé |
| Account Director | Audrey Mazet |
| Director | Romain Laurent |
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