Procter & Gamble came to us to launch the brand new Lacoste’s L12.12 male fragrance collection and reach a young target.We created a dedicated digital platform, connected to the Lacoste Facebook fan page. Fans were invited to join La Machine L12.12 dedicated website to create their own playful transformations.Once all data was collected, dedicated softwares were mixed and then a unique 20 second movie of the transformation of your life. Then you and your Facebook friends were invited to watch it live on LaMachine.15m long, 8.5m high, 2tons, LaMachine L12.12 was specifically designed to resemble a crocodile's tail and skin and its 64 hexagon shaped screen displayed 24/7 all the fans 20-second transformation films across 10 days in Grand central Terminal NYC. In addition to watching live, everyone could also watch the generated movie in all major social platforms

La Machine L.12.12 was specifically designed to resemble the crocodile tail and skin. Its 64-hexagon shaped screen displayed 24/7 all the fans 20-second transformation films. La Machine was 15m long, 8.5m high and weight 2T.La Machine L.12.12 is a unique piece of cutting-edge design expressing the LACOSTE DNA: scales, crocs, playfulness. La Machine L.12.12 was created using the latest digital architecture tools. A full digital work of art, designed and built without any blueprints. During its 10-day run at Grand Central Station, La Machine L.12.12 broke boundaries between the physical & digital world.

35 000 personal user videos generatedAbout 7.5m live watchers in Grand central terminal NYC7m Facebook fans reachedEau de Lacoste L.12.12 new collection entered at launch in the TOP 5 best selling fragrances in the US+ 5,3 % share of market in value in the UK + 4,5 % share of market in value in Germany+ 4,1 % share of market in value in France.