Lacoste, official outfitter of the French Olympic team, has launched “Life is a Beautiful Sport”, an integrated advertising campaign timed to coincide with the Sochi 2014 Winter Olympics and New York Fashion Week. “The Big Leap”, the commercial at the heart of the campaign, uses visual effects to connect physical performance with everyday life. A man overcomes his fears to show a woman he loves her, while he takes a plunge from a high building. It’s a metaphorical plunge into the unknown where there is no turning back and the outcome can only be known once the space between them is crossed.
The Life is a Beautiful Sport campaign also includes press visuals, an outdoor campaign and a digital activation using the hashtag #LiveBeautifully. The visuals portray men and women moving with elegance above the city and the trials of everyday life. The urban and minimalist visuals are designed to be a beautiful, yet simple metaphor of the “Lacoste spirit” that remains sporty and relaxed when confronted with challenges.
The tagline, “Life is a beautiful sport” (La vie est un sport magnifique), has been developed to represent Lacoste’s founding values. Whether on the playing field or in everyday life, the Lacoste story has its heritage in a quest for authenticity, performance and elegance. Founder René Lacoste never considered sport as just a physical performance, but as a proof of tenacity, engagement and panache. Life is a sport, a challenge that demands courage but above all, an incredible playground.
The Beautiful Sport campaign was developed at BETC Paris by executive creative director Remi Babinet, creative director Antoine Choque, art directors/copywriters Damien Bellon and Gabrielle Attia, executive producers Bertille Toledano, Brune Failliot, Violaine Vulliez, Matthieu Kuster, agency producer David Green, art buyer Béatrice Kagan, strategic planner Clément Boisseau, traffic manager Michele Bertona, working with Lacoste brand marketing team Berta de Pablos, Mylene Atlan, Sophie Bernard.
Visual effects were produced at MPC.
Sound was produced at Schmooze. Music is “You & Me” ft Eliza Doolittle (Flume Remix) by Disclosure, via Universal Music Publishing.