French fashion label Lacoste, with the help of its agency BETC, is seeing life through rose, red, green and yellow-coloured glasses. The unique collaboration between the brand with the crocodile and the famous Polaroid colours for a capsule collection brings back the Technicolor aesthetic and the spirit of the 70s.
For 70 years, Polaroid has been capturing the best times of our lives on instant paper. Lacoste went digging in this storied legacy – full of myths, culture and colours. Inspired by the legendary rainbow logo – first created in 1963 when Polaroid invented the instant colour film – the campaign heavily features the famous blue, green, yellow, orange and red colours of the American manufacturer.
Shot by photographer Simon Schmitt in the Southern city of Marseille, with plenty of natural light and in an industrial background, the campaign features teams of dancers and skaters in a dazzling stop motion jigsaw puzzle that follows their non-stop movement. Lacoste and BETC selected performers of jooking, a type of dance using jerky moves that perfectly fits the energy of the film, shot frame-by-frame. Basking in the signature Polaroid colourama rainbow and the colourful pieces of the new Lacoste collection, each picture celebrates the joy of life through rhythm and freedom.
The collaboration will be available in stores and online starting March 17th. The Polaroid rainbow will be displayed in an XXL format and will take over the stores from the windows to the interior decoration. To honour the collaboration, the stop-motion film will be pushed on Lacoste social media channels. The making-of of the campaign with fun and energetic behind-the-scenes moments will also be featured. A print campaign will go live on outdoor channels and online platforms.
