L.12.12 Silver Rose

L.12.12 Silver Rose – The campaign that makes the rose shine silver

“Game, Set & Rose”: when the queen of flowers takes to serve

To launch L.12.12 Silver Rose, Lacoste imagines a bridge between the court and the city: the rose, a symbol of elegance, transforms into a metal-blush brightness under the night floodlights. The slogan “Game, Set & Rose” repurposes the umpire's call to sign a sport-chic attitude already at the heart of the new “Play with Icons” platform carried by the house in 2025. Each medium—film, print, digital—unfolds the same promise: sending the rose flying into the future, fresh, dynamic, ultra-clean.

TV & digital film: 30 seconds of chrome petals

Story line & direction

Directed by the collective We Are From LA, the spot opens on a smashed pink grapefruit exploding into thousands of silvery particles—a nod to the opening notes. These fragments cross an LED court, reflect off a white polo shirt, then merge to form the chrome-blush gradient bottle, suspended in a musky halo rippling like a pleated skirt in slow motion.

Soundtrack: “Serve Your Rose”

The music, produced by Woodkid, blends sampled ball strikes, high-tech clicks and string pads. The whispered refrain—“serve your rose”—is set to a tempo of 118 bpm, echoing the heartbeat after a baseline rally.

Formats & distribution

• 30″ master: fashion & lifestyle TV / premium cinema (April 2025).
• 15″ cut: YouTube pre-roll targeted at “fashion / sport.”
• 6″ snack: TikTok & Reels with an AR “Chrome Petal” filter that blooms a silvery rose around the face.
• 8″ loop: duty-free screens; the liquid rose spins, becomes the bottle, then dissolves into a musky cloud.

Print: the ball leaves a silver-pink trail

Art direction

The poster freezes the instant a metallic streak cuts through the air; the gradient trail echoes the bottle's blush pink. A selective chrome varnish reflects the light of bus shelters to simulate the glow of a court watered at night. In the corner, the white crocodile signs the performance.

OOH rollout

In Times Square, a 3D screen sends the ball-bottle bursting out of the frame: it shatters, releasing a cloud of mirror petals that scatter across the façades before reassembling into the slogan. Digital bus shelters play a hypnotic slow motion: the ball spins, casts pink-metal reflections, then vanishes into a scented mist.

Pop-up & immersive experiences

Silver Court Lounge: a mini LED court where every ball strike triggers a rose-citrus aromatic flash released by micro-diffusers. #ServeYourRose Challenge: a TikTok challenge inviting participants to perform a slow-motion serve while revealing the chrome-blush filter; already hundreds of thousands of videos within days. Refill Stations: in twenty-five urban clubs, a silver kiosk allows users to refill their bottle and displays in real time the glass saved.

A viral smash

Two weeks after launch: the film surpasses 1.9 million organic views on YouTube, the “Chrome Petal” filter crosses the 600,000-creation mark on TikTok, and more than a third of online sales already include the 150 ml refill, proof that the eco-responsible argument is as appealing as the silver-pink aesthetic.

Combining futuristic brightness and clean softness

Through ultra-modern LED imagery, a percussive soundtrack and a refill-driven approach, Lacoste offers a vision of the rose that is at once luminous, sporty and sustainable. “Game, Set & Rose” establishes Silver Rose as the new clean floral reference for a generation in motion.