Film shirts: Lacoste video celebrates 80 years

22.04.2013 Paris : FX Pourre : Axel Courtiere

Paris – To celebrate 80 years in business, Lacoste has released a stop-motion film focusing on its iconic polo shirt and documenting the brand throughout the decades.

Brands are increasingly turning towards films to relay their history and show their achievements, as we reported in our Pentagram Seed.

The film, The Saga: 80 Years of the Lacoste L.12.12, by Axel Courtière and FX Pourre, explores each decade for Lacoste using its shirts to form an iconic image for the brand and a particular decade. For the 1940s, the polo shirt becomes a tennis court, demonstrating how Lacoste began as a sports brand. For the 1960s shirts form a kaleidoscope, hinting at the flower power era and for the 2010s, the shirts form a social networking symbol. With the bright hues of the polo shirts, animation and a range of graphics, the film is engaging and playful.

Part of a larger outdoor, print and digital campaign created by BETC Paris, the film is designed to show how Lacoste has grown from simply a sportswear brand into an established fashion house.

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