Yoga-focused apparel company Lululemon aims to reintroduce its brand to the world with its first global ad campaign called ‘This’.
The objective behind the initiative – which is running across North America, Europe, Asia, and Australia – is to broaden the idea of what yoga is all about and to expand the understanding of what the Lululemon brand is all about.
Part of the campaign’s objective is to illustrate the inclusivity and accessibility of yoga through a completely different lens and thus none of the footage or imagery was filmed/shot inside a studio.
The integrated, multi-platform initiative, which aims to celebrating and honour real stories of practice in action, is led a spearhead spot and a mini documentary series.
The hero commercial, ‘This Is Yoga’, is something of a departure from much of the brand’s previous creative and the idea is to ‘take practice off the mat’.
It doesn’t feature yoga gear or mats, but instead focuses on documentary-style glances into the lives of several different characters none of whom seem like traditional yoga practitioners.
It is supported by a set of seven short-film, mini documentaries.
These include one fronted by UK grime star P Money who discusses the influence of breath on performance: “I found out so much from performing, like how much we are connected to the way we think, breathe, feel. Everything’s together. It’s crazy. My practice of breath… more importantly, it’s given me a life.”
Another is led by three-time Olympic gold-medal winner Kerrie Walsh Jennings who discusses the importance of self-discipline: “The practice of self-discipline is showing up every single day. I really feel best when I’m not thinking too much; when I just kind of allow my training to take place, when I just press play I’m just going with the flow.”
While Canadian free-movement practitioner Jian Pablico elaborates on his theory of empowerment through nonviolence: “The practice of nonviolence is being kind to myself, being kind to others, and going to every situation that I’m in with love. It has to start with me.”
Other supporting work includes out-of-home, in-store and digital campaign elements
We've found that practice in action leads to a purposeful life. What are you in the practice of? #thisisyoga https://t.co/LfUqWm3F5T pic.twitter.com/M0kzE2lMmh
— lululemon (@lululemon) May 15, 2017
The anthemic flagship spot, the mini-docs and all the supporting assets include the campaign tagline: “Practice in action leads to a purposeful life.”
“This is our first global campaign, and it’s really a reflection of our purpose and values [and] what we want to stand for in the world. For 20 years, this company has been built on how the heartbeat of yoga influences culture,” said the Canadian company’s Brand & Community EVP Duke Stump.
“[The campaign] started with a burning question. What does this moment need that we are most qualified to deliver?”
In an interesting move, the campaign, which launched in mid May, was developed by Vice Media’s in-house agency Virtue.
Virtue founder and Vice chief strategic officer Spencer Baim explains how the basic principle of being present in the moment can unite such disparate characters as Beijing punk band drummer Atom, professional surfer Maddie Peterson and rapper P Money and adds: “All these different approaches and tenets make up the philosophy of yoga.”
“Every brand searches for authenticity,” adds Baim. “[Our team} spent a lot of time with the people we chose to document. We got up to the closest point we could to create an authentic portrait of Lululemon.”
Activative Comment:
We feel this work feels fresh and for the category is inventive, accessible and open.
There is a hint of the Adidas Originals early 2017 creative approach and positioning (see case study), but with a much softer feel and without the hard-edge aggression.
Links:
Lululemon
https://www.youtube.com/user/lululemon
https://www.facebook.com/lululemon
https://www.instagram.com/lululemon/
https://uk.pinterest.com/lululemon/boards/
Virtue
