lululemon Holiday Campaign 2018
Holiday is lululemon’s biggest global campaign of the year. In 2018 the goal was to amplify the magic of the season by focusing on the emotional benefits of giving. A premium typeface and refined product photography gave the overall campaign an elevated look.
ROLE: Photography Direction & Graphic Design | STUDIO: lululemon
COLLABORATORS: Dina Maani (Design & Animation) & Teresa Tam (Design), Jessica Liew & Misel Saban (Copy), Sofia Pona (Art Direction)
Giving is more than a transaction, it’s a powerful act of connection.
The art direction strategy was to simplify the guest’s shopping experience by stripping away any distractions, and to focus the attention on bold colour stories, inspiration-worthy styling, and dynamic movement.
To achieve this we used a range of bright seamless backdrops in the holiday palette, soft studio lighting and lots of contrast to make the images feel crisp. With this treatment we were able to highlight the product details, textures, colours and patterns. As an athletic brand, showing the products in-movement as much as possible was also important.
Break through the holiday clutter.
Make it bright, fun, simple & refreshing.
The goal for social was to takeover the grid for holiday and really lean into our colour palette to create a seamless story throughout November and December. We featured a range of product driven gifting shares, shipping cutoff reminders, “Good For One” giving ideas, and playful Holiday themed messaging.
Retail Store Activations
A series of sticker designs were created for the store windows. The final effect felt festive, and people walking by on the street could capture their favourites and share on social media.
Find the gifts they can’t resist.
The focus for our ecommerce site was to ensure ease of shopping for the guests to find what they needed during the busy holidays, while also including inspirational categories for those just looking for ideas. We created gender neutral category pages for Bestsellers, Gift Ideas, Stocking Stuffers, Cozy Gifts, as well as Gifts for Him, Her and Girls.
As the season progressed closer to December 25, messaging shifted from more generic gifting to a sense of urgency for the last-minute shoppers. We also incorporated more emotive language to drive the Feel Good Giving message.
