Lululemon | myweightlessLulu
2022 Team Work
#Headline Driven Campaign
Sports Apparel Retailer
Mirna Valerio (Trail Running)
The team develops one integrated headline-driven campaign for one brand. We must mainly focus on the ad copy and only feature the brand's logo, product shot, or photoshoot. We are suggested not to use other visuals. Final campaign executions must be high in quality and presented in their natural environment, such as Billboard in the real environment. Besides a headline, we may create a tagline to unite the ads under one campaign setting.
Role | Research | Copywriting | Visual Design
Worked with
Yula Ryoo
Brand Brief
An American-Canadian multinational athletic apparel brand founded in Vancouver, Canada in 1998.
Focuses primarily on middle-aged women and yoga apparel with a level of consumption
and beauty for ladies who pursue health and physique.
It has a comfortable fabric and tightened design on the important joint sites.
“Direct to customers.”
Malia Manuel (Surf Competitive)
Lydia Ko (Golf)
Baron Baptiste (Yoga Teacher)
Brand Ambassador Program
Lululemon promotes the brand through its ambassadors from top athletes to yoga teachers, who are elevating communities and informing product and store design as well. While the characteristics of ambassadors imply the brand's tone of voice, they host events and teach classes with sponsored products of the brand.
Problem Analysis & Opportunity
The campaign had a chance of success. However, the iconic yoga brand showcasing the lack of a yoga campaign and anti-yoga imagery did have challenges—musicians and athletes doing everything but yoga. Lululemon could have targeted consumers as a remarkable activewear brand for yogis despite the competitive industry.
The recent ads showcase a stronger concept and deliver clearer messages by emphasizing three key points: only yoga, breakthrough, and serenity. Campaigns empower and encourage the audience to give a dare and highly value how people feel while interacting with Lululemon.
Target Audience
Mild to high-income
Gen X(work-life balance; independence and centric);
Millennials (workplace flexibility, meaningful work and positive reinforcement)
Gen Y
Highly educated(at least undergraduate degree)
Love outdoor activities and yoga
Pursue spiritual life
# MyweightlessLulu #
Our Mission
The campaign aims to promote yoga, first, as the best exercise, taking advantage of the brand's recognition as an activewear brand focusing on yoga. Another purpose is to expand online publicity and promote to wider yoga fans to believe the brand has the best option with products of tight, light, and flexible fabrics.
Final Headlines and Tagline
The burden that needs lifting shouldn’t be what you wear.
Tights that keep you warm and supported, like a hug.
Only friends support a true leaning in without the burden.
The only weight you should feel is the daily chaos melting away.
The only balance you need to achieve is in the pose you choose.
The only tight that keeps you warm is the yogi-hood.
#myweightlessLulu
Credits
Yuting (Tibo) Zhu
Yula Ryoo
Professor Gauri Misra-Deshpande
Savannah College of Art and Design