Lacoste Launch at Footlocker

Brief

 To create excitement over the launch of the new Lacoste Platinum Sneaker at Footlocker.

Idea

We made four pairs of Lacoste sneakers with real platinum crocodile logos.  Then we staged a fake heist on the outskirts of Amsterdam, where masked robbers hijacked a delivery lorry.  This was covered by dramatic fake news bulletins

Meanwhile we placed the real platinum sneakers, worth thousands of pounds, in a high security vault, and invited the teens of Europe to crack the code via SMS.
 
Watch the films above and below to see what happened!