skills/campaign-canon/references/legendary-campaigns/cards/lacoste-the-big-leap-2021.md

---
id: lacoste-the-big-leap-2021
title: "The Big Leap"
brand: Lacoste
agency: BETC Paris
year: 2021
country: FR
region: europe
industry: fashion_luxury
pattern: [P16, P11]
category: film
idea_type: campaign
involvement: passive_view
channel: digital
duration: campaign
goal: [awareness]
budget: high
emotion: [triumphant, melancholic_joy, hopeful]
emotion_tier: 3
insight_domain: autonomy
media_epoch: social
awards: [unknown]
quality_score: 7
scalability: universal
risk: safe
confidence: medium
quality: stub_enriched
source_url: https://www.youtube.com/watch?v=n4t00D_IPVk
---

# The Big Leap (Lacoste · 2021)

## Insight
Life's pivotal moments feel like stepping off a cliff — the moment between commitment and consequence, when everything could go either way.

## Mechanic
A film built around the surreal, extended visual of characters leaping — the absurd logic (P11) of an impossible, elongated fall becomes a metaphor for life's risks. Long form allows the absurdist premise to breathe and accumulate meaning rather than land as a punchline.

## Why it worked
Lacoste's consistent long-form investment signals brand confidence. The absurdist visual language (P11) differentiates from the earnest competitor films in fashion, while the emotional undertow of risk-and-reward grounds the surrealism in something universally felt.

## Steal
Absurdism works in luxury when it's internally consistent — one surreal premise followed to its logical visual conclusion without explanation. The moment a fashion brand explains the metaphor, the spell breaks.

## Related
- Pattern: [[../MOC-pattern.md#p16]]
- Sibling: [[apple-1984-1984.md|1984]]
- Sibling: [[apple-think-different-1997.md|Think Different]]
- Emotion match: [[guinness-surfer-1999.md|Surfer]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*