Lacoste is a luxury fashion brand inspired by sport, which follows urban people in their everyday life and their daily challenges. It is a brand that accompanies effort and movement with a constant sense of elegance. . The brand platform, “Life is a beautiful sport” captures the brand’s essence.

All communication campaigns on the brand revolve around this brand platform. Yet, we needed an activation embodying it perfectly: this is the purpose of urbanite.

Urbanite reports are composed of 17 visuals, a 20s video (adapted into a 6s format for teasing purpose), an interview about the sportsman, his passion, his state of mind, his connection with urban environment and with style.

In their execution urbanites require a quite small team (1 or 2 sportsmen + 1 photographer + 1 Artistic Director + 1 stylist) requisitioned over 2 or 3 days of shooting. It is a very flexible production entitling a great spontaneity in shooting.

All this content is then released on Lacoste Official website and social networks, including Facebook and Instagram. The idea is to release up to 3 urbanites per season, embarking the users in an urban journey from Paris to Rio, to fuel the Lacoste brand and feed its online channels.