Venus, Novak, Niney 'Play With Icons' for Lacoste

Star power is always in fashion

Novak Djokovic sure gets wrapped up in his work these days.

The Joker, Venus Williams, Pierre Niney, Wang Yibo and Adele Exarchopoulos star in BETC Paris’ supremely stylized global campaign for Lacoste. Its “Play With Icons” theme does double duty, referring to both the celebs and fashions on display.

While not minimalist exactly, the creative feels carefully measured, meting out whimsical images and ideas.

“We imagined a series of tableaus where ‘Play With Icons’ would take on an epic, fashion-forward, and offbeat dimension, embodied by incredible champions, actors and singers who joined in the game,” says agency ACD Agnès Cavard.

Photographer Tyler Mitchell, set designer Poppy Bartlett, stylist Imruh Asha and composer Emile Sornin helped develop the approach.

Play

The stars don’t overwhelm the message or seem shoehorned into silly scenarios. Rather, form fits function. Each set-up feels unforced but novel enough to hold viewers’ attention.

Play

Ultimately, the vibe’s about cute colors, pleasant surprises and comfort. Surely a wise approach for any sportswear brand.

Play

OOH, press and digital elements are also in the mix.