For the Save Our Species campaign, Lacoste replaced its crocodile by ten threatened species, to bring attention to animal rights and biodiversity.
Advertising agency: BETC Paris. They know that the devil is in the details.
- Replacing Lacoste’s very logo shows how important the case is for the brand, and that they are fully invested in our environment. Call that “togetherness”.
- They’ve kept the colour and overall styling of the crocodile, so the campaign can only ever belong to this one brand. Good luck copying it, anyone else!
- It’s all just a limited series T-shirt – 1,775 pieces, so you had to be quick to get one. Scarcity effect is at full speed.