Publicis Luxe and Lacoste Fragrances invite us to a modern, urban tennis match for the new L.12.12 fragrance campaign.

This is the game that characterizes L.12.12. The new campaign captures the essence of the iconic polo shirt that is not limited to a style, setting or context. We see a young generation, owning the city streets with their unique movements, vision, and culture whether it comes from sport, fashion or art. 

The bottle is the catalyst, being caught and passed to create an urban tennis match with no restrictions. The diverse players of the game reinterpret the brand’s DNA, always in motion, creative, athletic and unabashed. The playfulness of L.12.12 enables anyone to make it their own and unite through the beauty of the game. 


The watchful eye will notice a sign of recognition, a crocodile formed with the fingers which serve as a trigger of irreverence. A sign that everyone is invited to appropriate and share like Désiré Mia, Hortense de Gromard, Maeva Marshall, Matthias Dandois and Salif Gueye who will launch the digital activation.

A campaign realized by the collective Kourtrajmeuf signing their first collaboration.



Executive Director: Karole Stanislas 

Marketing Director: Claire Bourut 

Project manager: Jessica Bokobza 


Creativity: Marie-Eve Schoettl, David Soussan, Angèle Banus, Patricia Lopez

Management: Julien Baré, Cécile Chapellier, Olivia de Laage

Strategy: Nicolas Pochitaloff

TV production: Leslie Muaka, Christine Bouffort

Director and Photographer: Jonas Lindstroem

Digital campaign producer: Kourtrajmeufs

Production: Iconoclast

Source: Publicis Luxe

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