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Crocodiles are ferocious creatures, lurking inside waters, and snapping when you least expect it. It is a deadly species, but there is a symbolization of elegance and class when it comes to branding, which is Lacoste. In the creation of a short animated film, ELSAMUSE was put in charge of the Christmas Campaign for the company, which in turn, brought the iconic crocodile prowling in the logo to life.
In the attempt to join in the celebration of the festivity, the production team has reincarnated René Lacoste, the founder of the brand, into an animated version of their trademarked crocodile. This was the pioneer in the history of the brand, as it was never transformed into a stunningly realistic animated world before.
The entire process of creating the animation required extreme precision, seeing to it that ELSAMUSE took 2 whole months to fabricate the Crocodile figurine out of thin air. Produced in stop motion, the video signalling the story within a film duration of 30 second was constructed with the use of 750 photos. Each of these images were cautiously assembled before merging them together for the final production.
The story revolves around the wrapping machine, where Crocodile wraps gifts that he loves the most, revealed to being Lacoste fragrances. Naming it “The Lacoste Wrapping Machine”, the creativity of the team is beyond questioning. Significantly, the crew was able to come up with a unique process to promote the clienteles’ products, while implementing the festive season altogether.
Overall, the production is one of the best videos up to date, with the introduction of an adorable icon, smooth animations, and also a story that lives on in the memories of the audience. Without uncertainty, the production crew from France is well deserving of the title Platinum Winner in the 2022 LIT Commercial Awards.
Credits
Entry Title: The Lacoste Wrapping Machine
Entrant Company: ELSAMUSE
Winning Category: Marketing/Advertising Campaigns – Communication Campaign
View more about this article for the 2021 NYX Video Awards Winner with Doug Fidler.
