Art Direction & Campaign Execution
Yoga Changed My Life - 2019 International Day of Yoga campaign for lululemon.
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The UN proclaimed June 21st International Day of Yoga; a day to raise awareness worldwide of the many benefits of practicing yoga.
What’s the story
For International Day of Yoga 2019, lululemon wanted to find a way to share the power of yoga with their global collective. The truth is that yoga can be life-changing—but it’s also perceived as niche and elitist. So, to shift perception around the physical and philosophical practices of yoga, we asked some incredible people (who aren’t just into leggings, green juice, and gemstones) to share their stories.
Sharing real stories of how yoga has changed lives
As a jumping off point for the campaign, we created three provoking short films featuring three people from lululemon’s collective who share their stories around how yoga changed their lives. What followed was an engaged community sharing their own stories.
Peace Coleman
After experiencing homelessness and incarceration throughout his teen years, Peace Coleman has made incredible changes in his life to overcome the odds. Now the Director of Community Engagement at I Grow Chicago, he shares how his past has brought him to where he is today.
Adria Moses
Diagnosed with an autoimmune disease at age 12, Adria Moses nearly lost her life as a teen after her body went into septic shock. She shares her powerful and emotional story of how she rediscovered her body and found power in her trauma.
Ally Maz
Growing up as a competitive dancer, Ally Maz felt an enduring sense of isolation, and the pressure to be perfect ultimately led to an unhealthy relationship with her body and with food. In today’s cultural society this is a story many people can relate to.
Store Windows
Across urban North America stores, a guerrilla style we-paste poster series filled the windows. Passers-by could visually see the powerful ways yoga has impacted people.
Multiple Languages
We got the global lululemon community to share their stories to emphasise the worldwide strength that yoga has.
How that translated into creative was a series of multi-language posters which we used across multiple touch-points including in-store, .com and social.
Art Direction
While staying true to the core brand visual identity, we developed patterns of directional arrows which gave a subtle nod to the power that yoga has.
Social
What followed for the rest of the day was an engaged community sharing how yoga had changed their lives.
Installation
We created a fun installation in the lululemon head office to share the stories from our collective and for employees to share their own.
Team Fun: A cute little time-lapse of the team and I building.
With yoga at the heart of lululemon, and to cut through the noise of this day, we created a visually compelling, highly socially engaging campaign which celebrated the power of yoga.
With special thanks —
Design Team: Stevie Wilson / Jane Koo / Ryan Spacey / Tora Hylands
Film and Photo: Jono Lawley
Production Partner: HaydSaffer