Lacoste
“Go On”
Overview
This campaign was completed by an Orchidea team member while employed at another agency, in collaboration with Lacoste’s global brand team and UK media partners. Orchidea does not claim a current relationship with this client.
The “Go On” campaign was a bold leap into modern lifestyle storytelling, pairing Lacoste’s heritage of elegance and athleticism with a forward-thinking digital-first execution. Centered on the launch of the L.12.12 On and L.12.12 Air fragrance lines, the campaign presented Lacoste as more than a fashion house: a brand that empowers movement, confidence, and modern masculinity. Our team member contributed to: • Concept evolution and art direction • Execution of campaign visuals across print, digital, and urban activations • UK digital launch strategy including paid and influencer channels
Client:
Lacoste
Year:
2015
Category:
Campaign Execution
/
Digital Launch Strategy
Location:
United Kingdom
The Challenge
Lacoste was expanding its L.12.12 fragrance line, targeting a younger, digitally native male audience.
The campaign needed to:
Capture motion, confidence, and attitude without losing Lacoste’s signature refinement
Deliver a digital-first launch in key UK markets
Differentiate two product lines (Air – light and aspirational; On – bold and energizing)
Stand out in a saturated fragrance market where storytelling and visuals drive brand memory
The Solution
The campaign concept, “Go On”, was built around the universal urge to move forward: jump higher, feel freer, act bolder.
Key creative and digital contributions included:
Creative Direction – High-concept visuals with models caught mid-air, futuristic bottle designs as switches, and atmospheric art direction.
Message Architecture –
“Free Yourself” – for L.12.12 Air (light, airy, aspirational)
“Switch On” – for L.12.12 On (dynamic, grounded, energizing)
UK Digital Launch Strategy –
Meta & YouTube pre-roll campaigns targeting 18–35 urban males
Interactive banners on men’s fashion and lifestyle sites (Hypebeast, GQ UK, Highsnobiety)
Instagram influencer activations in London & Manchester
Mobile-first landing pages with scroll-based bottle reveals
Spotify Ad Studio placements aligning scent with sound & energy
The Result
The “Go On” campaign successfully modernized Lacoste’s fragrance presence, especially in the UK. • Reframed Lacoste as a brand of movement and confidence for younger audiences • Achieved strong engagement and reach across digital platforms • Strengthened brand equity by combining storytelling, art direction, and digital activation The campaign connected emotionally while driving meaningful product engagement.
Legal Notes
