Mid 2017 I was approached by lululemon to help with their Father’s Day campaign for Australia and New Zealand. The campaign was a resounding success, becoming highest grossing men’s campaign for lululemon AUS & NZ at the time. Based off those results, I was invited back for another campaign aimed at their larger core base of women.
This time the goal was to promote the unique benefits of lululemon’s pant fabrics Nulu™ and Nulux™. They wick-away sweat, have 4-way stretch and, when you’re wearing them, offer a naked-sensation that feels like you’re training in the buff. lululemon also wanted to celebrate strong female role models who each carve out paths in their chosen disciplines - hockey, ballet, soccer and more.
The tag that resonated most here was Naked Ambition. From this base, we generated a bunch of variations for the web, window displays, newsletters and social media. The imagery they managed to capture around the ambassador athletes was epic. The campaign went nuts. It turned out to be lululemon AUS & NZ’s most successful ever.
That campaign led to a regular freelance gig, where I continue to work with them for website, EDM and campaign projects as they arise.
Here’s a link to one of my favourite lululemon EDMs I created the copy for.