Lacoste x Sónar: Celebrating Lacoste’s 90th anniversary
- 2023
- Sónar
- Barcelona
To celebrate Lacoste's 90th anniversary, the brand wanted to pay tribute to all those communities that promote their spirit and values around the world.
Objective
To celebrate Lacoste's 90th anniversary, the brand wanted to pay tribute to all those communities that promote their spirit and values around the world.
The music scene has always played a key role for the crocodile’s brand, which continues to unleash the conceptual movement pioneered by René Lacoste. Renowned for its distinct focus on music, creativity, and technology, Sónar provided the perfect platform for the brand to establish a meaningful association and forge a robust partnership.
Concept
Lacoste launched a 360-degree campaign featuring a dedicated brand space at Sónar by Day, offering festival-goers an interactive and engaging experience. This included playful interactions, prize opportunities, and an exclusive preview of the new campaign.
Through this exclusive partnership, Lacoste introduced the Official Sónar Bag, a coveted accessory for attendees and artists. Additionally, Lacoste also curated a private showroom for artists to wear Lacoste total looks during performances, enhancing the brand's presence at the festival.
The results
4k
bags were gifted to artists and fans
60%
partnership awareness
