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Cannes 2018: Losing a Logo to Save a Species

Cannes 2018: Losing a Logo to Save a Species

Sulaiman Beg

Sulaiman Beg

June 22, 2018

How BETC Paris Convinced Lacoste to Ditch Its 85-Year-Old Logo

Creativity can be a lot of things. But for BETC Paris’ Olivier Aumard and Jonathan Baudet-Botella, creativity is a chance to change the world.

We chatted with the pair about their multiple Cannes Lions (10 in total!) won for the “Save Our Species” campaign that saw heritage brand Lacoste ditch their iconic crocodile logo for the first time in the brand’s history. The logo, a Lacoste staple since the company’s founding in 1933, was replaced with 10 threatened animals in a limited-edition line created in partnership with a nature conservation charity.

Creativity can be a lot of things. But for BETC Paris’ Olivier Aumard and Jonathan Baudet-Botella, creativity is a chance to change the world.

We chatted with the pair about their multiple Cannes Lions (10 in total!) won for the “Save Our Species” campaign that saw heritage brand Lacoste ditch their iconic crocodile logo for the first time in the brand’s history. The logo, a Lacoste staple since the company’s founding in 1933, was replaced with 10 threatened animals in a limited-edition line created in partnership with a nature conservation charity.

Sulaiman Beg is Havas' Director of Global Internal Communications. He has never eaten canned tuna fish.

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