lululemon releases global campaign to shift the perception of what it means to be well via Droga5
Lululemon has launched its largest, fully integrated global advertising campaign to date, titled FEEL, which is built on the brand’s longstanding belief that the better you feel, the better you’ll perform.
The campaign seeks to introduce lululemon to new audiences with a radically fresh and timely point of view that reshapes the cultural conversation around wellbeing. In a crowded activewear category that is often more focused on what people do, lululemon seeks to simply invite people to feel. As the brand invests in future audiences, there is a conscious shift to grow beyond its core and resonate more with its growing men’s community, international markets, and younger Gen Z targets.
FEEL will celebrate lululemon’s ambassadors, the brand’s global collective of athletes who are using their passion for movement and connection to elevate their communities. Akin Akman, Manoj Dias, Hailey Langland, Deja Riley and Joe Wicks, who will be featured in the campaign, embody what lululemon stands for and will help spotlight how the brand’s innovative and technical products are designed to help guests immerse themselves in their practice, resulting in a difference they can truly feel.
“Feeling is everything – it sits at the intersection of your physical, mental and social wellbeing, and it’s at the heart of all we do and create at lululemon,” said Nikki Neuburger, Chief Brand Officer, lululemon. “Supporting our guests’ desire to feel their best in any moment, through the products we create and community connections we help build, is a shift that we believe consumers and the category will benefit from.”
In the U.S., FEEL will feature the brand’s first-ever broadcast television spots, which will run during NFL regular season games in select markets, underscoring the brand’s intention to reach new and wider audiences. Internationally, where lululemon looks to quadruple revenue by 2023, the brand will showcase notable voices from local communities, including celebrity ambassadors in China. The multi- market channel plan includes dynamic video content with elevated brand and product storytelling, print and out-of-home executions, retail integration, social and community activations and more.
Lululemon’s FEEL campaign, was produced in partnership with the brand’s creative agency of record, Droga5.
VIEW THE BEING WELL IS A JOURNEY FILM
VIEW THE BEING WELL IS A JOURNEY 60s FILM
VIEW THE BEING WELL IS A JOURNEY 30s FILM
12 Comments
Great work, beautiful execution.
tired of manifestos
Well, it’s actually the writing of Oscar Wilde.
I’m not feelin this.
Made it 26″ into the first spot. I’m out. Can’t do bland manifestos anymore.
Also can we talk about the line? ‘Being Well is a Journey”? It’s like a starter line you’d mash into a Google Doc to come back to later and make into something with a semblance of an idea in it.
Should have just had a gorilla playing some drums
I don’t understand those commenting saying this is a bland manifesto – this is no Commbank montage! It’s not just a beautifully crafted piece of film (which it ABSOLUTELY is) it feels like a really ballsy approach for a company that has a squeaky clean yoga mum aesthetic.
Aren’t Droga meant to be good?
I like the ad. Love the message. I can’t help thinking the overt use of nature and greenery is to distract from their poor sustainability and ethical track record when compared to other brands in this space.
I don’t know if you watched the whole film, but this isn’t a manifesto at all. It’s a pretty clear narrative. Do you just love calling everything that doesn’t have a dumb punch line a manifesto?
How are we tracking on this wellbeing journey Lululemon?
https://www.theguardian.com/global-development/2019/oct/14/workers-making-lululemon-leggings-claim-they-are-beaten
This is a beautiful piece of film. So well crafted and stirring. Yet, as an ad, it falls short. Not enough brand in the brand ad and the shorter versions -which are likely to be the things regular people see – struggle to convey the narrative and feeling of the longer version.