Strength To Be
lululemon’s first ever men’s campaign
The follow-up to lululemon’s first-ever global campaign “This is Yoga” needed to sustain this momentum with another thought-provoking campaign; one that would celebrate men, in a current, culturally relevant way. In other words: free of cliches and toxic masculinity.
Our 360 campaign “Strength To Be” updates the meaning of masculine strength by juxtaposing personal stories of inner strength with visually striking sport photography vernacular.
Films
Our 4 docu-style pre-rolls – along with in-store POP, social and e-com – show the power of emotional strength through the mindful living of an unconventional, trailblazing cast of activists, metal-heads and artists. Debunking toxic masculity through the real strength it takes to be a man.
Retail
E-Comm
Credits
Concept: Noah Rabinowitz, Jessica Saesue, Nina Mourin (Virtue Worldwide)
Director: Francesco Calabrese
Photographer: David Black