PSA Brand FILM // More Questions, More Answers.
Role:
Senior Art DirectorYear:
2020
-
Lululemon approached us looking to differentiate itself from the market (principally Nike) and create a meaningful connection with a diverse global audience. It quickly became clear that the wellness industry, riddled with punishing regimes, rigid diets, and short-lived trends, had lost sight of its purpose: to make people feel good. This approach contradicted the idea of wellness being a journey, not just a state to be achieved.
The centerpiece of our campaign was a dynamic, sports-ad-inspired short film that portrayed everyday voters as heroes overcoming obstacles to cast their ballots. Directed by the acclaimed duo Daniel Kwan and Daniel Schneider, the film energized and empowered Americans while directing them to Facebook's comprehensive Voting Information Center.
Case Study Video
In June, Facebook set a goal to help 4 million people register to vote in the election. One week prior to the election, Facebook had already helped 4.4 million people register. The campaign delivered over 1 billion impressions to remind people to register and was featured in 40 articles, had 400 hits in local broadcast, and influencers garnered 1.25 million interactions on Instagram and 25.1 million interactions on Facebook.
Credits
Agency: Droga5
ECD: Karen Short
CD: Lauren Ferreira
Senior Writer: Ted Meyer
Senior AD: Jason Gold
Senior AD: Bastien Grisolet
Lead Producer: Liliana Vega
Production: Prettybird
Director Duo: The Daniels
DP: Larkin Seiple
Editorial: Parallax
Post: Framestore