Cannes Lions
BETC, Paris / LACOSTE / 2019
Overview
Entries
Credits
Background
In 2017 Novak Djokovic, tennis world champion, becomes Lacoste's ambassador.
The same year tragedy strikes: he suffers an important elbow injury and is forced to withdraw from international competitions.
6 months later, he makes a spectacular comeback and regains his title of champion.
Idea
His first match in France takes place in Bercy, which is opposite the towers of the BNF (National Library) of Paris. This match allowed him to become world champion once again.
So Lacoste then set up a surprise for him to celebrate this exceptional evening.
An impossible match between Novak and René Lacoste was projected on the 2 towers of the National library which is just opposite Bercy stadium .
A tribute of Lacoste to his champion.
Strategy
Lacoste wanted to celebrate their champion who despite injury became world champion once again.
Execution
The impossible match between Novak and René Lacoste was projected on the 2 towers of the National library which is just opposite Bercy stadium.
Outcome
The event happened on the evening of the Bercy match so it was a one time projection.
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