Lacoste Endangered Species

Lacoste, in partnership with the International Union for Conservation of Nature, has launched Save the Species, a campaign to raise awareness for endangered animals. To introduce it, working with their agency BETC Paris, Lacoste made limited edition polos changing its crocodile for an embroidery of one of ten endangered animals and produced as many shirts as there are recorded living specimens of each species (i.e., there only 50 living Sumatran Tigers so they produced 50 polos with a Sumatran Tiger embroidery). Great way to capitalize (for good) on a brand’s equity.