ATHLETIC APPAREL

LULULEMON WORDS TO GROW BY

To celebrate Lululemon’s 20th birthday we refreshed and brought to life the brand’s iconic manifesto, a grid of sentiments, thoughts and beliefs that has been printed on reusable shopping bags since 1998.

In addition to permanently updating the bags with a new design, we created various content inspired by the manifesto lines from storytelling videos to motion graphics, to street murals.

VIDEO SERIES A series of CA award-winning animated shorts featuring real stories inspired by lines in the manifesto told by members of Lululemon’s global collective. Designed for Lululemon’s website and social media channels.

CAMPAIGN ELEMENTS Each line in the manifesto was animated to live within the full grid and on its own. Designed for social media channels and in-store displays. Lululemon stores commissioned murals in their neighbourhoods inspired by lines from the manifesto. Time lapse videos of the mural’s creation appeared in social media. The landing page celebrated the people behind the animated shorts and a limited edition 20Y manifesto print capsule collection.

AGENCY: Lululemon In-house

LULULEMON THE FEELING OF NOTHING

The Align pant gives women a revolutionary feeling of “wearing nothing” allowing them to feel total unrestricted freedom in their yoga practice.

There’s a natural and intriguing tension between the amount of technology, scientific and emotional data, and meticulous detail that went into creating the feeling of...nothing. We played off this tension in our creative executions to arouse curiosity and present the Align Pants' revolutionary feel.

CAMPAIGN ELEMENTS Still and short video lead with minimal backgrounds paired with thought-provoking and intriguing headlines about what went into creating the feeling of "nothing"  that reveal a woman practicing yoga in the Align Pant.

AGENCY: Lululemon In-house