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_Lacoste x Minecraft

The Brief

In 2020, Lacoste and the world’s most popular game struck a partnership. In 2021, we were tasked with defining the story and producing the worldwide campaign promoting the collaboration’s collection.

Our Answer

The context of recent backlashes from fashionxgaming brands demanded authenticity. Drawing on the insight of unstructured play at the core of both brand’s DNAs, we released a worldwide campaign paying tribute to both brands’ gaming ethos with the signature “It all begins with Play”.

_Business Communication Strategy

_Brand & Comms Strategic Planning

_Creative campaigns and Go-to-Market Plans

_Creative Production & Delivery

_Inviting everyone to play

Illustrating the link between fashion styles and styles of play, the campaign featured some of the leading figures of the Minecraft community, an international gaming competition set in Paris, a dedicated map in Minecraft, and retail experiences inviting consumers around the planet to play with each other.