To start the year off with self-confidence, lululemon invited communities to share their approaches to wellbeing. The tone of GET INTO IT was set by the wellbeing stories of real women, simultaneously weaving in the versatility of the lululemon Align™ and OTM collections.
COLOUR, TYPOGRAPHY AND GRAPHIC SYSTEMS
To inspire the guests with the vibrancy of each story, each talent has a personalised handwritten wellbeing word and bright colours to match well with their stories.
THE IMMERSIVE CUSTOMER EXPERIENCE
Guests could immerse themselves into the wellbeing experience with Align™ pants from a pop-up event, and with the seeding Kit, OOH posters as their wellbeing reminders, as well as making their wellbeing statements on their own social platforms through an UGC microsite.
Real wellbeing stories of Irene Kim (a model, goalkeeper and an entrepreneur), Mei Ichinose (a model and Para-lympian) and Naomi Yeo (a yoga teacher, an actress and brand ambassador) to give a more inspirational storytelling experiences.
IMMERSIVE POP-UP EVENT IN KOREA
Irene Kim, the model and entrepreneur who knows about get into wellbeing with self-empowerment.
PR PRODUCT SEEDING KIT
SOCIAL POSTS - PRODUCT SUPERIORITY
Showing the versatility of Align Pants
LOCAL MARKET APPLICATION THROUGH THE OOH AT A TRAIN STATION
EMPHASIZATION OF PERSONAL WELLBEING JOURNEYS
With the animated text of wellbeing quotes as the initial theme introductions. Afterwards was further integrated with personalised wellbeing storytelling by 3 real life stories of Irene Kim, Mei Ichinose and Naomi Yeo.
Below are the frames from the campaign video of Irene, Mei and Naomi telling their stories.
USER-GENERATED SOCIAL CONTENT THROUGH A MICROSITE
Guests were able to declare their well-being statements with their own photos on their Instagram accounts.
You can also view my other video and animation work here.