Get Into It
lululemon’s first global social-listening campaign
Our “Get Into It” platform serves as an invitation into the product, but also represents something you could get excited about, like the confidence boost that comes from trying new sweaty activities outside your comfort zone.
Inspired by “unconventional sports” trending on social, we challenged our ambassadors, to get into a new modality, viral on social, that was outside their comfort-zone.
This global campaign was translated in 11 languages, and was seen in stores across the world, from the UK to Berlin, to the EMEA and Canada – and was a social-first in more ways than one.
The Ambassadors
We tasked Matt James (marathon runner and ex-tv star of The Bachelor) to try calisthenics, boxer Sydney Miller to double dutch, and fitness trainer Bebe Ding to have a go at pickle ball for our biggest campaign of the summer.
The Films
Social-listening made this below-the-line campaign entirely social-first — and fun.
Visual Identity
The goal was to show ways our bodies flex past our limits, and how lululemon bottoms support every move.
In-store
This global campaign, translated in 11 languages across the world.
Credits
Group Creative Director: Nina Mourin
Executive Design Director: Carlos Matias
Concept: Nina Mourin, Eduardo Balloussier, Luiz Guimaraes, Alex Dibucci, Lorena Saldaña
Film Directors: Chaos
Production: By Association