lululemon is launching a fitness streaming platform.
After acquiring Mirror, the pandemic-famous virtual gym, lululemon needed to rebrand the product to include its extensive content suite.
Under its new name “Studios”, it hosted workouts and meditations from its mabassadors, but also bespoke content from the best boutique studios in the world like Y7 Yoga, Dogpound, Rumble, Forward Space, Pure Barre and more.
So now, with best-in-class content and stellar production quality, it’s rivaling the likes of Netflix. Our brief to ourselves? Rival Netflix for real by launching a stellar Hollywood-esque streaming service – and launch as an epic blockbuster hit.
By garnering excitement for a brand that has no business in the blockbuster space, we doubled projected sales at launch – and won awards.
We’re designed to stand apart from the crowded fitness space, our thoughtfully designed “movie posters” and “trailer” pulled from the richness of the movie and streaming industries, while spotlighting the instructors as actors and app classes as movie genres.
Our big PR stunt hosted hundreds of journalists and influencers in a recreated movie theater to immerse our guests into the blockbuster experience. The format was also recreated on a smaller scale in markets across the US and Canada.
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