lululemon studios “now streaming” campaign
lululemon is launching a fitness streaming platform.
With best-in-class content and stellar production quality, it’s rivaling the likes of Netflix.
So we decided to rival Netflix for real by launching a stellar Hollywood-esque streaming service – and launch as an epic blockbuster hit.
By ironically naming the 360 campaign “Now Streaming”, we made people think twice about the athleisure brand: what is it about them exactly that is streaming? Designed to stand apart from the crowded fitness space, our thoughtfully designed “movie posters” and “trailer” pulled from the richness of the movie streaming industry, while spotlighting the instructors as actors and app classes as movie genres.
By garnering excitement for a brand that has no business in the space, we doubled projected sales at launch – and won awards.
Awards & Recognition
Winner - America Advertising Awards, 2023 Nashville Silver Addy
CREDITS:
Concept: Nina Mourin, Carlos Matias, Hugo Veiga
Group Creative Director: Nina Mourin
Executive Creative Director: Carlos Matias
Film Director & editor: seck.
Chief Creative Office: Hugo Veiga
LULULEMON “GET INTO IT” CAMPAIGN
lululemon Bottoms were designed for mindful movement; a concept where comfort and flexibility support our infinite expressions of wellbeing without any distractions.
This global campaign proves that the more we do what we love and stretch our limits the way we’re meant to, the more we unlock our truest, most confident selves.
To show off the most iconic bottoms the brand has to offer, we picked four ambassadors across wildly different modalities – with wildly different personalities – to bring fun and brightness to the athleisure world that’s been serious and overly the same. We served editorialized fun across film, print and social – and even planted a few easter eggs along the way.
This campaign was a 180 for the brand — and their most impactful global campaign to date. From US and Canada to Europe and AMEA, this Gen-Z focused optimism and playfulness converted a whole new (and vital) audience — surpassed projected sales in its first week.
This campaign was a massive success, also thanks to the PR campaign “Dupe Swap” where people could swap their dupes for a new pair of Aligns at Century City Mall in Los Angeles. Tons of press and coverage. Massive turnout.
“The ‘Dupe Swap’ was a genius move by lululemon,” wrote Liza Amlani, principal at Retail Strategy Group. “The brand proved that there is more than one way to engage with a customer and it’s important to meet them how and where they want to shop.” Their words.
Here’s a glimpse inside.
CREDITS:
Concept: Nina Mourin, Eduardo Balloussier, Luiz Guimaraes, Alex Dibucci, Lorena Saldaña
Group Creative Director: Nina Mourin
Executive Design Director: Carlos Matias
Film Directors: Chaos
Production: By Association
LULULEMON SHORTS CAMPAIGN
Our Get Into It platform serves as an invitation into the product through the celebration of movement in unconventional lifestyle sports.
For shorts, “Get into it” also meant something youcould excitedly get behind, like the confidence boost that comes from trying new sweaty activities outside your comfort zone. Inspired by “sports” trending on social, we tapped our famous ambassadors, such as 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 to truly make this below-the-line campaign fun and social-first.
From London to Berlin, Canada and France, this global campaign set the tone for local ambassadors to try new things and get their followers to do the same through TikTok Duets.
LULULEMON LEGGINGS CAMPAIGN
lululemon leggings unlock the flow between you and your calling. That’s why we tapped Tennis champion Leylah Fernandez: Everything she does is in the name of tennis, such as jogging, training, and yoga. The stronger she gets physically, the stronger she gets mentally— and the more confident she is on and off the court. And with lululemon’s wide range of supportive leggings, we proved how being in perfect flow with a physical discipline allows us to unlock the mental strength we need to be our most confident selves.
LULULEMON “STRENGTH TO BE” CAMPAIGN
With “This is Yoga”, lululemon’s first global campaign, the mission was to establish a brand eponymous to the practice of yoga off the mat.
Our follow-up campaign 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.
Our 4 docu-style pre-rolls – along with in-store POP, social and dot com – show the power of emotional strength through the mindful living of an unconventional, trailblazing cast of activists, metal-heads and artists.
This campaign positioned lululemon and their ABC jogger pant in a powerful light, and strongly shifted the perception of the brand.
CREDITS
Concept: Noah Rabinowitz, Jessica Saesue, Nina Mourin (Virtue Worldwide)
Director: Francesco Calabrese
Photographer: David Black
