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Lacoste calls on Polaroid's rainbow aesthetic in spring collab
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Warm hues, a saturated palette and intimate moments: For 73 years, Polaroid has helped people engrave snippets of their lives into instant film, though it wasn't until the 1960s that the now-storied brand got its rainbow logo. Now, it's looking to bring back the Technicolor aesthetic and spirit of the '60s and '70s in a collaboration with clothing brand Lacoste.Get more news about cheap lacoste mens t shirts,you can vist kictg.com!
A fresh marketing campaign and capsule collection that hit stores in mid-March are anchored by a stop-motion video that elicits the feel of instant film squares, stirring energy and optimism in viewers following more than a year of life under the pandemic. The rich colors of the legacy camera brand's logo are embedded throughout the 48-second clip that features dancers in colorful Lacoste garments, who appear as if in perpetual movement chopping from one frame to the next.
We see this campaign as a collaboration between two famous brands that have always celebrated colors in their heritage," said Olivier Aumard, creative director at Lacoste's agency BETC Paris. "The core concept of a Polaroid is to reveal colors on a paper film. And Lacoste has been playing with colors for a long time, especially with its polo collections."
Through color, the campaign and broader cross-brand collaboration are about changing perspective, putting one's best foot forward and living in the present, an announcement from Lacoste notes. It signifies consumers' opportunity this spring to make a fresh start and prepare to make new memories following a rough 2020.
The crux of this new partnership is the capsule collection of Lacoste polo shirts, sneakers, hats, watches and backpacks, blending the clothing maker's sporty designs with vibrant accents and rainbow stripes that channel Polaroid's recognizable logo. A limited-edition Polaroid camera embossed with Lacoste's distinctive crocodile branding was also developed as part of the collaboration.
Lacoste is distributing the stop-motion clip on its owned social media channels to promote the partnership, as well as constructing oversized displays at several stores. One location strapped jumbo inflatable crocodiles atop its roof, while another in New York painted a rainbow-striped walkway out front. A third shop showed massive print ads of a Polaroid image depicting one of the film's dancers.
A second video provides a look behind-the-scenes of the commercial, showing stacks of instant film squares and dancers practicing their moves. The making-of clip is paired with the same audio as the campaign's anthem spot — a track that aligns with the creative in how it represents the liberation of movement, according to BETC Creative Director Aurélie Scalabre.
"We believe that the soundtrack is perfect for this film," Scalabre said. "The music accentuates the jerky aspect of the project and the stop-motion concept of the film. We spent a lot of time refining the sound in the studio before landing on the perfect mix in total synchronization with the images."
As for casting, BETC selected dancers that specialize in the jookin style of dance because its funky moves and choppy rhythm could help to amplify the campaign's energetic message, Scalabre added.