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Lululemon’s first global campaign goes beyond the yoga mat
Global – The short film celebrates yoga’s inclusive philosophy and shows how the principles of the practice can be applied to aspects of daily life.
This is Yoga depicts a variety of people including a rapper, drummer and surfer engaging in acts that illustrate the core tenets of yoga such as self-discipline, self-discovery and trust.
Created in collaboration with Vice Media’s in-house creative agency Virtue, the film stands out from other yoga-focused campaigns as it does not feature any visual references to the practice.
‘All these different approaches and tenets make up the philosophy of yoga,’ Spencer Baim, founder of Virtue, explained to Adweek. The idea was to ‘broaden the idea of what yoga is all about’ and attach this concept to the Lululemon brand.
The Big Picture
- As wellness enters the mainstream, consumers are increasingly tired of conventional marketing tropes, and are searching for brands with substance that promote diversity and inclusivity
- Brands such as Lululemon and Mami Wata are showing how popular fitness trends can be re-interpreted to offer a fresh approach
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