lululemon: This Is Yoga by Virtue Worldwide at Vice
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Activewear brand Lululemon has revealed on its first ever global ad campaign entitled This Is Yoga, which highlights the principles and diversity of the practice without showing a single downward facing dog.
Created in partnership with Vice’s global creative agency Virtue Worldwide, the ad runs through the core principles of yoga such as ‘Practice of nonviolence’, ‘Practice of meditation’ and ‘Practice of breath’. These are illustrated with activities that do not require a mat; for example, the ‘Practice of letting go’ is accompanied by a clip of a dancer in a nightclub.
The campaign features seven real stories from across the world – those of Olympic gold medalist Kerri Walsh Jennings, Capoeira instructor Jian Pablico, artist CJ Hendry, Mexico City ballroom dancers House of Apocalipstick, DJ and producer P Money, Beijing punk band drummer Atom and professional surfer Maddie Peterson. It aims to elevate the power of practice and re-examine how the world observes the culture of yoga.
This Is Yoga will be rolled out in-store and through digital, while out-of-home is planned for LA, NYC, Toronto, Vancouver, London and Shanghai. Lululemon has also created a series of mini-documentaries to support the 30-second spot, which will be introduced on the brand’s social channels.
Spencer Baim, founder of Virtue, said: “When I first met the team from Lululemon, I barely knew what yoga was, but we gelled immediately and collaborated exhaustively. It is rare that a set of internal values, brand values and the shift in human values align so elegantly.
“It's been so special to work with a brand and a group of people that want to put such a positive message out into the world. This message and mindset, I've learned, is yoga.”
Credits
Agency: Virtue Worldwide
Chief Creative Officer: TOM PUNCH
Executive Creative Director: CAMERON FARRELLY
Creative Director: ANTHONY COLEMAN
Creative: NICHOLAS MACIAG
Creative: MARKUS HARD
Junior Creative: OLIVIA PASCHKES
Head of Design: MATT SCHOEN
Design Director: HEATHER PIESKE
Senior Designer: ERIN KELLY
Senior Designer: JESSICA SAESUE
Head of Production: EMMA STARZACHER Producer: DENA LENARD
Chief Strategy Officer: SPENCER BAIM
Strategy Director: STACEY KAWAHATA
Head of Client Services: JEMMA DOWNEY Account Director: KIM YOUNG
Senior Program Manager: KATIE GREICHAN
Music Supervisor: CHARLOTTE VON KOTZE
Talent Manager: LAURA BEGLEY
Photographer: EMILY WINIKER
London Photographer: GRAHAM TURNER
Production Company: Pulse Films
Director: Lotfy Nathan
Producer: Omid Fatemi
Executive Producers: Eric Tu, Hillary Rogers
Dop: Jackson Hunt
Production Manager: Yuki Wakano
London Unit: Pulse London
Executive Producer James Sorton
Director: Hector Dockrill
Producer: Maurizio Von Trapp
Dop: Matthew Emvin Taylor
1st AD Danny Groombridge
Production Manager: Harriet Staples
Shoot Location: LONDON, BRIGHTON
Editorial Company: Whitehouse Post
Editor: PAUL LA CALANDRA Editor: NATE KATZ
Assistant Editor: TYLER HORTON Producer: MARCIA WIGLEY
Completion/Special Effects
Colorist: DEREK HANSON & MIKEY ROSSITER Transfer Facility: THE MILL
Online/VFX: CARBON VFX
Flame Artist: MATT REILLY
Producer: PAUL O BEIRNE
Recording Mix
Recording Studio: SONIC UNION Mixer: FERNANDO ASCANI
Music/Sound Design
Title: FUSE
Music Co: SQUEEK E CLEAN PRODUCTIONS Composer: BEN MARSHALL
Executive Producer: CHRISTINE BILICH