Lacoste - Save Our Species
Conservation campaignAbout
The Lacoste - Save Our Species campaign is a collaborative effort between the French fashion brand Lacoste and the International Union for Conservation of Nature (IUCN). Launched in 2018, this three-year partnership aims to raise awareness about endangered species through a unique branding campaign. Lacoste temporarily replaces its iconic crocodile logo with images of threatened species on limited-edition polo shirts. The number of shirts produced for each species corresponds to the estimated number of individuals remaining in the wild, highlighting the urgency of conservation efforts. The campaign has been highly successful, generating significant media attention and public engagement. It has won numerous awards, including ten Cannes Lions Advertising awards. The initiative not only raises awareness but also funds conservation projects. Profits from the sale of these special edition shirts support IUCN's efforts to protect threatened wildlife. By integrating species conservation into its core business, Lacoste demonstrates how companies can contribute to environmental causes while enhancing their brand equity.
