With such rich cultural inspiration, Lacoste was poised to create a meaningful, emotion-charged 90th anniversary campaign.
But how would the brand spotlight the uniqueness of its communities,
as stylistically different as they are geographically distanced?
By taking its role as a cross-cultural connector to heart, creating a campaign of “Impossible Encounters”,
made possible through the magic of style and cinema.
 

The campaign bridges pairs of its eight subcultures, each shot in their own meaningful locations and contexts,
to highlight both their differences and their unexpected similarities —
finding unique symmetry in their favorite meet-up spots, surprising parallels in clothing color palettes
and striking contrast between their minimalist/maximalist spirits.

Through the power of Lacoste, each duo enters an unexpectedly witty fashion dialogue,
when they appear to encounter and make eye contact with each other in a moment of mutual style appreciation.
Their two worlds, brought together by split screen, complete each other.
A set of unexpected kindred spirits are bonded through Lacoste.