It’s hard to be a lululemon man. What values could make the brand stand out in the category and appeal to this skeptical audience?
When lululemon tasked us with their first global campaign for men, we built a platform to elevate the stories of real men that make a positive impact in their communities. The creative approach juxtaposed their physical and emotional strength, challenging society to reconsider what it means to be strong man.
Campaign film series
"There's always something to give and pay forward. To me, a strong person is a humble person."—non-violence advocate, social justice speaker, and community leader Ibn Ali Miller, who recently gained recognition when video footage of him breaking up a fight among teens went viral.
"The sky is the limit. If you don't push your limits you're never going to achieve what you want in life."— boxer Orlando Cruz, who represented Puerto Rico in the 2000 Olympics, and in 2012, became the first boxer to come out as gay while still fighting professionally.
"Sometimes you have to gain control by letting go. Be willing to figure it out as you go along and fail."— professional big-wave surfer.
"I had to face my weaknesses, silence and self-doubt, and live fearlessly in the moment." — American rapper and performance artist.
"Judging by the the results in Q3, it seems as though Lululemon's hard work in expanding its men’s business is working out well. In the last three months, the company witnessed a 21% increase in new male customer transactions. This was primarily made possible thanks to additional focus on its co-located stores and its first men’s marketing campaign." — Forbes
"New male guests increased 21% this quarter in terms of total transactions. Lulu's men's pants drove a 26% comp in Q3, higher than the women's increase of 24%. The men's "ABC Pants," a stretchy casual style, had a sales increase 100%." — The Street
Among the highlights in the most recent quarter, Chief Executive Laurent Potdevin said in a conference call, was the men's business, which Lululemon expects to account for more than $1 billion in annual sales by 2020. — Market Watch
Cameron Farrelly – Executive Creative Director
Noah Rabinowitz – Creative Director
Stacey Kawahata– Strategy Director
Heather Pieske – Head of Design
Kim Young – Account Director
Katie Greichen – Senior Account Manager
Spencer Baim – Founder, Virtue, CSO, VICE
Eugene Fuller – Copywriter
Jessica Saesue – Senior Designer
Emma Starzacher – Head of Production
Laura Begley – Senior Talent Program Manager
Theresa Ganchorre – Program Director
Nina Mourin – Senior Creative
Jemma Downey – Head of Client Services
Kaki Stergiou – Head of Program Management
Ryan Mack – Chief Operating Officer
Cori Boudin – Executive Producer
Cadence Films — Production Company
Francesco Calabrese — Director
Lorenzo Ragionieri — Managing Partner I Executive Producer:
Jack Hogan — Head of Production
Modern Post — Editorial/Post
Charlyn Derrick — Executive Producer
Jennifer Hargreaves — Senior Producer
William Town + Conor McBride — Editors
Graham Patterson — Assistant Editor
Jaime O’Bradovich, Company 3 — Color Artist
Fernando Ascani, Sonic Union — Sound Engineer