Global Brand Campaign // An invitation to FEEL
Lululemon approached us looking to differentiate itself from the market (principally Nike) and create a meaningful connection with a diverse global audience. It quickly became clear that the wellness industry, riddled with punishing regimes, rigid diets, and short-lived trends, had lost sight of its purpose: to make people feel good. This approach contradicted the idea of wellness being a journey, not just a state to be achieved.
Client:
lululemon
Agency:
Droga5
Year:
2021
Scope:
Brand Positioning
Strategic Direction
Integrated Campaign
Creative / Art Direction
Video Production
Campaign Photography
Retail Design
① — OWNABLE BRAND PLATFORM
Our bold and
simple solution
The idea signaled a shift in the brand's trajectory and offered a refreshingly straightforward perspective. Instead of focusing on activities, the FEEL campaign accentuated feelings. Whether engaging in running, training, yoga or meditation, the campaign inspired participants to aim for an emotional response, and perhaps, uncover unknown facets of themselves.
② — WORDMARK EXPLORATION
③ — FEEL Metaphorical Representations
Unlock the World of 'FEEL'
The campaign incorporates a range of product-focused creative: visually captivating tributes to specific items and the extraordinary sensations they trigger. Each product line's 'feel-state' mirrors a genuine attribute of the product and its impact on the wearer. By doing so, we provide our guests with a dual advantage - not only a reference point to comprehend the technology embedded in our clothing but also a guide to select and shop based on desired sensation.
The new campaign launched with The Selfish Giant. Directed by Daniel Wolfe, the film follows one person’s journey through a cycle of punishing, unsustainable and closed-off behaviors, before opening up—emotionally and physically—to a new world of sustainable practice, community, and joy. Guided by a voiceover excerpted from a children’s story by Oscar Wilde, the film is a parable about the modern condition, the struggles we face in trying to achieve fulfillment, and the universe of extraordinary feelings that lies within reach of each of us.
CREDITS —
Agency: Droga5
Role: Senior Art Director
CCO: Tim Gordon
Global Head of Art: Alexander Nowak
GCD: Thom Glover
CD: Marybeth Ledesma
Senior Writer: Ted Meyer
AD: Germany Lancaster
CW: Gabe Santana
Producer: Martin Couch
Production Co: Lovesong
Director: Daniel Wolfe
Photographer: Benjamin Lennox