Lacoste - Crocodile Free (case study)

For the second year in a row, Lacoste raised awareness on threatened animals as part of its partnership with the International Union for Conservation of Nature (IUCN). The idea: During 24 hours, for the International Day for Biological Diversity, Lacoste’s crocodile made way for ten endangered species all over the world. On this day, Lacoste became «crocodile free» in every square foot of its shops and in every communication (TV, OOH, social medias and e-shop). Novak Djokovic, a Lacoste ambassador, took part in the operation by wearing an official outfit with the Hawaiian Monk Seal logo during Rome’s ATP Masters. The campaign encountered outstanding media exposure. It also drove a record number of customers in stores. All profits from this day helped IUCN’s efforts to conserve threatened wildlife. This campaign won many awards in advertising festivals such as: the Clio Awards 2020/2021, the Cresta Awards 2020, the D&AD 2020, the Epica Awards 2020, the Eurobest 2020, the Gerety Awards