Procter & Gamble Design & Branding LA MACHINE L.12.12 BY LACOSTE by Grey Paris

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Industry Perfumes
Media Design & Branding
Market France
Agency Grey Paris
Art Director Patrice Jean-Baptiste
Released August 2011

Credits & Description

Category: Consumer Products
Advertiser: PROCTER & GAMBLE
Product/Service: EAU DE LACOSTE L.12.12 FRAGRANCE
Chief Executive Officer: Frederic Wolff (Grey Paris)
Art Director: Patrice Jean-Baptiste (Grey Paris)
Production Leader: Laurent Dailloux (Grey Paris)
Video Content Producer: Agathe Michaux-Terrier (Grey Paris)
Account Director: Nathalie Bailleul (Grey Paris)
Web Art Director: Vivien Urtiaga (Grey Paris)
Design Principal: Jesse J Seppi (Tronic Studio Nyc)
Vice President: Bill Brace (P&G Fragrance And Beauty)
Marketing Director: Antoine Delgrange (P&G Fragrance And Beauty)
Executive Creative Director (Ex): Vincent Vella (Grey Paris)
Client Project Leader: Nico Hribenik (P&G Fragrance And Beauty)
Marketing Director (Ex): Tim Sayler (P&G Fragrance And Beauty)
Brand Manager (Ex): Kristina Struse (P&G Fragrance And Beauty)
Brand Manager: Carsten Schneider (P&G Fragrance And Beauty)
Media placement: VIDEOTEASER 1 - Online FB Fan Page + Viral Spread - August 29 2011 / 60'''
Media placement: Teaser Making-Of 1 - Online FB Fan Page + Viral Spread - September 5 2011/ 80''
Media placement: Teaser Making-Of 2 - Online FB Fan Page + Viral Spread - September 12 2011 / 80''
Media placement: Launch Event Video - Online FB Fan Page + Viral Spread - September 19 2011 / 130''
Media placement: LA MACHINE Tagged TVC - TV -Tennis Channel - August 29 2011 / 20''

Describe the brief from the client
Procter & Gamble came to us to launch the brand new Lacoste’s L12.12 male fragrance collection and reach a new target.

Describe the challenges and key objectives
The difficulty was that this new target is not really motivated by the fragrance’s traditional top-down way of communicating. They want to actively engage.
The big idea and key word, coming from the Lacoste ‘s DNA (René Lacoste was a tennis player and an engineer) was 'transformation':
• transform the traditional fragrance market approach.
• transform the essence of Lacoste, the Polo into a fragrance
• and so, allow everyone to engage with the brand, play with its code and create their own transformation.

So, we created 'La Machine L.12.12': a physical and digital platform.

Describe how you arrived at the final design
La Machine L.12.12 was specifically designed to resemble the crocodile tail and skin. Its 64-hexagon shaped screen displayed 24/7 all the fans 20-second transformation films. La Machine was 15m long, 8.5m high and weight 2T.

La Machine L.12.12 is a unique piece of cutting-edge design expressing the LACOSTE DNA: scales, crocs, playfulness. La Machine L.12.12 was created using the latest digital architecture tools. A full digital work of art, designed and built without any blueprints. During its 10-day run at Grand Central Station, La Machine L.12.12 broke boundaries between the physical & digital world.

Give some indication of how successful the outcome was in the market

35,000, 20-second videos were generated by La Machine L12.12 and then shared live with:
- 7.5m Grand Central Terminal commuters
- 7m Lacoste Facebook fans all around the world, as well as all other viewers and friends on social networks. With a strong presence both on-line and live in New York City
La Machine L.12.12 created massive awareness for the launch of EAU DE LACOSTE L12.12. Directly after its launch, Eau de LACOSTE L12.12 reached the top 5 in sales in the US, and became a new iconic fragrance and an instant classic.