Lululemon is nearly twenty years old and it has only now created its first real advertising.
But even a cult brand has to reach the point where other brands “have what it’s got,” and when it comes to yoga leggings that time is now.
So Lululemon has created its first global campaign. Not with a traditional advertising agency. With Vice’s content agency, Virtue Worldwide. And the campaign is not traditional advertising. It contains an anthem ad that sets out a list of seven yoga principles – let’s call them lifestyle principles instead, because that’s what they are, and the aim of the campaign is clearly to extend Lululemon’s fan base beyond yoga studios – and a series of mini-documentaries. Each documentary explores one of the yoga principles, through an exponent – not of yoga, but in his or her life, sport or career. The campaign also intends to broadens yoga’s reach, which will expand Lululemon’s fan base too.
The seven personalities include Olympic gold medalist, Kerri Walsh Jennings; Australian Instagram celebrity, artist CJ Hendry; professional surfer, Maddie Peterson and Capoeira instructor, Jian Pablico; Beijing punk band drummer, Atom; and rapper, P Money.
There are three documentaries so far. Eventually, there will be seven.
P Money talks about the importance to him of breath in his: “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.”
Kerry Walsh Jennings talks about self-discipline in hers: “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.” And so on.
Jian Pablico explains non-violence in his: “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.”
The ads are appropriately cool. Being cool has got Lululemon this far. And Vice is not the company to disregard its importance.
The full campaign also includes OOH, in-store and digital campaign elements and is running across North America, Europe, Asia, and Australia.
Agency: Virtue Worldwide
Chief Creative Officer: Tom Punch
Executive Creative Director: Cameron Farrelly
Creative Director: Anthony Coleman
Creatives: Nicholas Maciag & Markus Hard
Head of Design: Matt Schoen
Design Director: Heather Pieske
Senior Designers: Erin Kelly & Jessica Saesue
Head of Production: Emma Starzacher
Producer: Dena Lenard
Chief Strategy Officer: Spencer Baim
Strategy Director: Stacey Kawahata
Head of Client Services: Jemma Downey
Account Director: Kim Young
Production Company: Pulse Films
Director: Lotfy Nathan
Producer: Omid Fatemi
Executive Producers: Eric Tu, Hillary Rogers
Dop: Jackson Hunt
Production Manager: Yuki Wakano
Executive Producer Pulse London: James Sorton
Director: Hector Dockrill
Producer: Maurizio Von Trapp
DoP: Matthew Emvin Taylor
Editing: Whitehouse Post
Post-production: The Mill
Online/VFX: Carbon VFX
Recording Studio: Sonic Union
Music: Squeek E. Clean Productions