French sportswear brand and Disney UK teamed up with tennis super star Novak Djokovic on an animated campaign promoting Lacoste’s new ‘Mickey and Minnie Capsule Collection.
This fun, unique tie-up links the 12-time Grand Slam winner, the globally famous mouse and iconic crocodile logo together in an initiative that celebrates the latter’s 90th and 85th anniversaries respectively.
The famous, US-based multi-media entertainment brand and the French sports and fashion brand created an exclusive capsule collection that spans around 30 ‘nostalgically designed’ pieces of clothing, footwear and accessories inspired by Mickey and his sweetheart Minnie.
Lacoste’s pieces are decorated and detailed with bespoke character artwork and icons designed by the Disney Creative Team.
The partnership turned to French based ad agency BETC to produce an animated promotional video to push the collection – fronted by Lacoste endorser Djokovic and Mickey.
The video, released in the same week that Djokovic appeared in the final tournament of the men’s tennis season (the ATP’s season ending Nitto ATP Finals 2018) sees the Serbian star train whilst wearing some items from the collection.
The 30-second spot brings the Mickey embroidered artwork to life through animation.
The video was initially posted on Lacoste’s website and across its social media channels,
It's a first in the tennis world: Mickey vs world champion @DjokerNole. But who has the advantage, man or mouse? #LacostexDisney #Mickey90 #MickeyTrueOriginal @Disney pic.twitter.com/VMudw9V22T
— LACOSTE (@LACOSTE) November 14, 2018
with further collection related promotional content pieces
and the film also features in-store and across digital out-of-home media.
As well as the classic Mickey and Minnie embroidery, the collection also sees Lacoste innovate through 3D printing and applique to redraw the profile of the two iconic animal brand figures to add a contemporary feel.
The collection features items for men women and children and will be available in Lacoste stores worldwide
The collaboration saw teams from the two brands and BETC all work together across the project.
At Disney, the team included creative director Angela Affinita, senior commercial manager Cristina Scavizzi, VFX supervisor Paul Myers and producer Freya Boissonade.
The Mickey Mouse animation was created at Flux Animation Studios with editing by Disney in-house creative, grade by UNIT, plus audio and sound design by Tweak Music.
At BETC the account manager was Fanny Buisseret, the account executives were Paul Remay and Jeanne Chalumeau, the creative director was Damien Bellon, the copy writer was Sébastien Duhaud, the artistic director was Charles Dessaux and the artistic director assistant was Laura Boulinguiez.
The shoot director was George Harvey (represented by Lock Artists), the DOP was Ed Gibbs, while at Lacoste the team was spearheaded by brand image director Mylène Atlan, brand image manager Jennifer Birch and Lacoste fashion collaboration manager Stephanie Tournier
Comment:
An interesting and slightly left-field athleisure sector partnership that is part of the wider trend for famous, iconic brand tying up with fashion industry partners for out-of-category brand extensions.
The campaign also launched as Novak Djokovic returned to the top of world tennis as he reclaimed the number one spot the very same week.
From René Lacoste to Novak Djokovic,
nothing stops a Crocodile.
Novak. No1.#N1vak #Nolefam @DjokerNole pic.twitter.com/2mg6Y5ie1O— LACOSTE (@LACOSTE) November 5, 2018
Djokovic himself has penned some interesting clothing partner endorser deals with mainstream clothing companies as opposed to specialist sportswear brands.
Before his 2017 Lacoste alliance, back in 2014 he raised a few eyebrows when he signed a sponsorship contract with Uniqlo (which now is endorsed by Roger Federer – see case study).
Links:
Disney
?
https://www.thewaltdisneycompany.com/
https://twitter.com/waltdisneyco
https://www.youtube.com/user/TheDisneyPost
Lacoste
https://www.instagram.com/lacoste/
https://www.facebook.com/Lacoste
BETC
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