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Creative

Daniel Wolfe and Droga5 Tell a Fable of Wellness for lululemon

Lines from Oscar Wilde's 'The Selfish Giant' are woven through a message reinforcing the sportswear brand's belief that the better you feel, the better you perform

Daniel Wolfe and Droga5 Tell a Fable of Wellness for lululemon

Daniel Wolfe teams up with Droga5 to direct lululemon's latest campaign 'FEEL'.

'FEEL' is lululemon's largest, fully integrated global advertising campaign to date and it's built on the brand’s long standing belief that the better you feel, the better you’ll perform. The campaign seeks to introduce lululemon to new audiences with a radically fresh and timely point of view that reshapes the cultural conversation around wellbeing. In a crowded activewear category that is often more focused on what people do, lululemon seeks to simply invite people to feel.  

Equally important to the 'FEEL' campaign is the truth that lululemon products really do feel different. And when you wear them, they help you access the parts of yourself and your practice that feel amazing. To that end, the campaign includes a suite of product films: short odes to specific products and not-so-ordinary feelings they unlock. 

“Feeling is everything—it sits at the intersection of your physical, mental and social wellbeing, and it’s at the heart of all we do and create at lululemon,” said Nikki Neuburger, chief brand officer, lululemon. “Supporting our guests’ desire to feel their best in any moment, through the products we create and community connections we help build, is a shift that we believe consumers and the category will benefit from.” 

FEEL will celebrate lululemon’s ambassadors, the brand’s global collective of athletes who are using their passion for movement and connection to elevate their communities. Akin Akman, Manoj Dias, Hailey Langland, Deja Riley and Joe Wicks, who will be featured in the campaign, embody what lululemon stands for and will help spotlight how the brand’s innovative and technical products are designed to help guests immerse themselves in their practice, resulting in a difference they can truly feel.

“This new creative platform is a story about the modern condition, the struggles we face in trying to achieve fulfillment, and the universe of extraordinary feelings that lies within reach of each of us. The work not only puts a stake in the ground in how lululemon supports everyone in their holistic practice of being well, but it also helps make visceral the brand’s key product differentiator: the way its products make us feel,” said Tim Gordon, Droga5 New York co-CCO. “I am thrilled about how this work has come together and the deep partnership and bond we have forged with the lululemon team. It is wonderfully exciting when you get the opportunity to go on a journey like this.” 

In the US, FEEL will feature the brand’s first-ever broadcast television spots, which will run during NFL regular season games in select markets, underscoring the brand’s intention to reach new and wider audiences. Internationally, where lululemon looks to quadruple revenue by 2023, the brand will showcase notable voices from local communities, including celebrity ambassadors in China. The multi-market channel plan includes dynamic video content with elevated brand and product storytelling, print and out-of-home executions, retail integration, social and community activations and more.  


Featured Companies: Barking Owl , Framestore , Mill London

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Client

Client: lululemon

Agency

Agency: Droga5 NY

Co-Chief Creative Officers: Tim Gordon & Felix Richter

Global Head of Art: Alexander Nowak

Group Creative Director: Thom Glover

Creative Director: Marybeth Ledesma

Senior Copywriter: Ted Meyer

Senior Art Director: Jason Gold

Copywriter: Gabe Santana

Art Director: Germany Lancaster

Executive Design Director: Nate Scott

Senior Designer: Sunny Lee

Designer: Kenisha Rullan

Senior Project Manager: Janelle Andrea Jordan

Executive Producer, Film: Mike Hasinoff

Senior Producer, Film: Martin Couch

Senior Music Supervisor: Mike Ladman

Associate Director of Art Production: Bianca Escobar

Executive Producer, Print: Alyssa Dolman

Senior Business Affairs Manager: Ann Marie Turbitt

Senior Traffic Manager: Wendy Kaplan

Senior Talent Manager: Sunny Valencia

Group Strategy Director: Cecilia Diaz

Brand Strategist: Sarah Khan

Group Communications Strategy: Director Ben Nilsen

Senior Communications Strategist: Cherish Lee

Group Data Strategy Director: Christina Fieni

Data Strategy Director: Joy McKenzie

Executive Group Account Director: Frank Renwick

Account Director: Ola Abayomi

Account Supervisor: Katie Rochford

Account Manager: Arianna Bernstein

Client

Client: lululemon

Chief Brand Officer: Nikki Neuburger

SVP, Global Brand Creative: Ravi Hampole

VP, Global Brand Management & Strategy: Deborah Hyun

VP, Global Brand Operations: Kristy Maynes

Senior Director, Global Brand Management: Devin Gallaher

Senior Global Brand Manager: Brenda Wasserman

Creative Director: Jason Effmann

Creative Director: Sofia Pona

Director, Brand Production & Project Management: Dana Rudelier

Manager of Brand Production: Meryl Rekert

Senior Director, VM Ecomm and Studio: Courtney Davis

Senior Stylist: Courtney Cho

Senior Project Manager: Kelsey Klassen

Project Manager: Nick McWilliams

Production

Production Company: Love Song

Director: Daniel Wolfe

DOP: Deepa Keshvala

Executive Producer: Emily Skinner, Kelly Bayett

Producer: Julie Sawyer

Producer (The Lift): Fuad Abed

Edit

Editorial: ZED

Editor (The Selfish Giant): Dominic Leung

Assistant Editor (The Selfish Giant): Rob Daglish

Editor (FEEL Embrace, FEEL Space, FEEL Charge): Ben Crook

Assistant Editor (FEEL Embrace, FEEL Space, FEEL Charge): Matt Dilworth

Executive Producer: Harriet Cawley

Colour

Colour: Framestore London

Colourist: Simon Bourne

Senior Colour Producer: Chris Anthony

Post Production

Post Production: The Mill

Executive Creative Director: Dan Williams

Executive Producer: Chris Allen, Clare Melia

Producer: Mia Saunders

Production Assistant: Chee Yen Wang

2D Lead: Dan Adams

3D Lead: Beck Selmes

Music and Sound

Music & Sound: Barking Owl

Sound Designer & Mixer: Dan Flosdorf

Creative Director: Kelly Bayett

Executive Producer: Ashley Benton

Stills

Photographer: Benjamin Lennox

Representation: MA+Group

Graphics

Graphics & Retouching: Second Child

Senior Retouching Producer: Michael Mockler

Senior Retoucher: John Clendenen

Senior Retoucher: Natasha Kaser

Senior Retoucher: Mike Vorrasi

Quality Control Manager: Lisa Bishai

Senior Production Artist: Don Ong

Production Artist: George McAvoy

Production Artist: Joseph Barrile

Category: Clothing and Fashion , Sportswear

Genre: Dialogue , People , Storytelling