At the start of August, athletic wear brand Lululemon launched a multi-channel ‘Being Well’ campaign promoting its new menswear collection which drew from Oscar Wilde.
Devised to attract more men to the retailer, the poetic creative quotes sections from Wilde’s Selfish Giant short with copy stating ‘My own garden is my own garden” as a metaphor to explore the impact isolation has had on people during the pandemic.
The campaign, developed with agency Droga5, tells a story about the modern male condition and follows a man struggling to achieve fulfilment: documenting his isolated life from work to exercise.
The hero’ Being Well Is A Journey’ spot launched on 10 August and follows the protagonist as his condition intensifies. Towards the spot’s climax, he wakes from the floor to see a hummingbird in his apartment which is struggling to escape through the window and, just as Wilde’s giant learns to break down his boundary from children, the man in the film breaks down his psychological walled garden to rejoin the world.
The spearhead spot is supported two a pair of short spots – ‘Feel Space’ and ‘Feel Change’ – which focus more specifically on flagship items in the new menswear range.
“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,” explained Nikki Neuburger, Lululemon’s chief brand officer.
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The campaign, described by the company itself as its biggest campaign to date, follows 18 months of global growth as the athleisure sector experienced a sales boom as people exercised more during the Covid-19 lockdowns.
As a result of the pandemic, Lululemon’s digital sales increased dramatically and the company reported more than $2.67bn of revenue in its three fiscal quarters stretching from February through to early November 2020.
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