lululemon: This Is Yoga by Virtue Worldwide at Vice

Client: lululemon
Date: May 2017
Your Vote
4/5
Overall Rating
4/5
Opps, please vote again
16 votes

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

Introducing Bubl by VCCP

Added 21 September 2020
Overall Rating
5/5Vote
Overall Rating
0/5Vote

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.