For the first time in the history of the Olympic games, the final of the 50m freestyle brought together nine participants - eight Olympic swimmers, selected for the final and one French Paralympic swimmer, Laurent Chardard. On the 1st August at 3.30am (GMT+2), in a pool dedicated to this unique event, Laurent competed against the world’s best swimmers in Lane 9. The finalists’ progress through the water were tracked by beams of light in real time. To cover this world premiere, a live broadcast of the exceptional race was streamed on August 1st, 2021, at 3:30am (GMT+2) on Lacoste’s Facebook and Instagram accounts. With The 9th lane, Lacoste united Olympic and Paralympic Games and reminded us of the true values of sport.
***AWARDS***
Cannes Lions International Festival 2022 : 1 Bronze & 1 shortlist
The One Show 2022 : 3 Gold , 1 Silver & 1 Bronze
D & AD 2022 : 1 Graphite & 1 Wood and 2 shortlists
Le Club des DA 2022 : 2 Rouge/Gold
Clio Awards 2023 : 2 Silver
GRAND PRIX STRATEGIES : Or / Gold
LIA / LONDON INTERNATIONAL AWARDS : 1 Silver and 2 Bronze
GERETY AWARDS 2022 : 1 Silver for good cut
EPICA AWARDS 2022 : 1 Bronze for Sports-related advertising
EUROBEST 2022 : 1 Gold, 1 Silver and 1 Bronze
AGENCY BETC / Paris
PRODUCTION COMPANY Collectif Ensemble / Paris Duck Factory / Paris Middlemotion / Paris
MUSIC / SOUND PRODUCTION COMPANY Mars Octobre Music / Paris
ART DIRECTOR Julien Vergne
COPYWRITER Alexandre Girod
CHIEF CREATIVE OFFICER Remi Babinet
CREATIVE DIRECTOR Aurélie Scalabre Olivier Aumard
DIRECTOR David Dang
STRATEGIST Philippe Martin-Davies
ASSISTANT ART DIRECTOR Mathis Payet
DOP Clément Arenou
LEAD PRODUCER Bao Tu-Ngoc
