October 3, 2012

Lacoste L!VE takes Montreal

When Lacoste took their Unconventional Talents series to New York earlier this year, the city felt like a perfect match. The series – campaigned under the title Lacoste L!ve – began with a manifesto to take the brand and introduce its collections in a collaborative way which, in their own words, would ‘be in tune with today’s energy and vibes’.

Combining their brand with an international digital prowess, Lacoste chose Montreal as their Autumn/Winter 2012 host to reveal the latest series of Lacoste L!VE Unconventional Talents: multidisciplinary artist Julien Vallée and the musical act Cosmetics. Vallée, the Gatineau-born artist who has pioneered his art into The New York Times, seems to anchor the campaign through his Lacoste-like uses of different objects and materials to create something new.

On the other hand, Cosmetics produce what Lacoste calls ‘stylized, brittle disco sounds that are strangely infectious. Juxtaposing their inherent contrasts with the numerous contradictions that are to be found in their hometown of MTL, Cosmetics create a musical language that is uniquely their own.’

As you will see suggested in the video above, the microsite LacosteLive.com has a lot going for it. As well as immersing you into their Autumn/Winter campaign, the site features a City Guide of Montreal created by Montreal locals Marc from the blog Hell’s Kitchen and Sophie from the blog Total Velours, which you (yes, you!) also have the ability to contribute to.

This is obviously a brand that knows what they’re doing on the social media front. What do you think of their campaign?

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