Ramadan is a time for reflection; demonstrating patience, echoing a sense of community and Lacoste is honoring this belief by revealing a creative partnership with Saudi Arabian illustrator and artist RexChouk which culminates into a wonderful series of animations depicting Ramadan and its sacred meaning. The crocodile, which became the brand’s ultimate emblem and a representation of perseverance, is the focus of this series.
RexChouk’s own perspective on life and key character traits were combined with the crocodile, the brand’s ultimate symbol of tenacity, to create a series of organic and sincere moments honoring Ramadan and the unity that this month brings to this time in the Arab world. These moments magically highlight the small habits that come back to life during Ramadan such as the pouring of coffee, the gathering around the Iftar table, the exchange of gifts with loved ones and even simply the act of spending quality time with your loved ones. Together, the crocodile and RexChouk participate in various Ramadan customs in Middle Eastern cities such as Qatar, Kuwait, Dubai, and Saudi Arabia.
The serenity of Ramadan is also embedded in the color palette chosen by RexChouk which remind the viewers of the soft rising and setting of the sun during this time. From delicate shades of pinks, blues and oranges, the viewer is transported to the quiet moments of the early mornings and late nights of Ramadan. The parallel universe depicted in RexChouk’s artwork is strongly influenced by our own surroundings. This is seen in the graceful blending of the Lacostebrand and the numerous aspects to present a story that respects and reflects both sides.
