Lacoste
Charity project Lacoste 12.12
Aim: Implement the international charity project “Lacoste 12.12 – Celebrities to Children” in Russia, adapt the international concept to the Russian market and provide PR support for the project
Target audience: Celebrities, national media, general public, members of the business elite
How: Invite Russian artists and celebrities (Maria Shukshina, Artyom Mikhailkov, Olessya Sudzilovskaya, Andrei Bartenev, Pyotr Aksenov, Tasha Strogaya and others) to design an object based on Lacoste’s traditional polo shirt and crocodile logo. The objects have been exhibited for 4 weeks in the GUM department store, followed by a Charity auction closing event
Results: 27 Russian celebrities took part in the project. The auction raised over $60,000 for the “Our Children” charity fund. The event was featured in more than 114 publications
