| Title | Winter Croc Adventures |
| Agency | m_nstr_ |
| Campaign | Winter Croc Adventures |
| Advertiser | Lacoste |
| Brand | Lacoste |
| Date of First Broadcast/Publication | 2015 / 12 |
| Business Sector | Clothing |
| Story | For the 2015 winter holidays, Lacoste launches with the Paris based agency MNSTR "Winter Croc Adventures", a modern tale narrating the adventures of the Lacoste Crocodile in the cold. Again, Lacoste feeds his brand platform through a strong Brand Story deployed online and in its outlets around the world. |
| Philosophy | For the winter holidays, Lacoste and MNSTR play with the iconic Lacoste crocodile and offer a contemporary and intercultural version of traditional Christmas tales. Designed for digital, and aimed at the nearly 20 millions fans and followers of the brand, the brand storytelling "Winter Croc Adventures" will be also deployed in Lacoste outlets worldwide. Launched late November, with one chapter per week for eight weeks, the tale tells the story of fabulous expeditions of the crocodile, who braves the cold to start a great journey. Threw unlikely in a snowy environment, the tropical animal is found in preposterous and sports situations. « At Christmas all generations visit the Lacoste outlets. So we needed a story for the whole family, for all countries and which could re-enchant the Lacoste gifts-buying ritual. With the objective of maintaining a balance between narrative and the discovery of gifts ideas. "Winter Croc Adventures " take place both on the brand site, on Instagram capsules and in Lacoste outlets "recalls Louis Bonichon, Creative Director at MNSTR. Everyday the crocodile shares his story and discoveries. He sends us a postcard with ideas of gifts, and invites us to propose new adventures. Thus, it is possible to propose new journeys from Twitter, Facebook or Snapshat via the hahstag #MyCrocAdventure, and in Lacoste outlets, through the postcards and mail boxes designed by MNSTR. Lacoste will relay in real time a selection of these co-creations on Snapchat on December 16. Winter Croc Adventures are also deployed in a major retail scenography all over the world. Champs Elysees in Paris, 5th Avenue in New York, Tokyo or London, all stores and windows will tell the brand story imagined by MNSTR. From Instagram, Snapshat or Lacoste website, until POS, windows, goodies and gift-wrappings: each touch point will amplify the Croc Winter Adventures. Contemporary version of the winter season traditions, Winter Croc Adventures also takes into account the cultural specificities of each country. The adventure will continue, for example, during the Chinese New Year. « With Winter Croc Adventures, Lacoste takes an important step in the way weuse storytelling to amplify our Brand Platform and our Brand Signature « Life Is A Beautiful Sport ». Designed for the digital, this brand story could have been displayed on Instagram or Facebook only. But we aim to connect on and off and tell our stories on every touch points. Once again, we see the strength of the Lacoste brand, born 80 years ago! We still have plenty of stories to share » says Constance Smith Head of International Digital Communications & Social Media at Lacoste. |
| Media Type | Integrated Media/360 Activation |
| Length | |
| Market | France |
| Executive Creative Director | Louis Bonichon |
| Account Manager | Perrine Lizé |
| Art Director | Raphaël Capodanno |
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