Brand CAMPAIGN // FEEL CANADA
For the 2022 Winter Olympics, lululemon designed a collection for Team Canada which will be seen on the international stage. To celebrate this moment of pride, we created FEEL CANADA, a campaign that celebrates the country’s modernity, innovation and transformation. It also a chance to finally view the country as a fresh, human portrait that embodies courage, resilience and connection and truly feel it too.
Client:
lululemon
Agency:
Droga5
Year:
2021
Scope:
Brand Positioning
Strategic Direction
Integrated Campaign
Creative / Art Direction
Video Production
Campaign Photography
Retail Design
For the opening ceremony aired, we released a :60 and longform celebrating Canada as a mosaic of different landscapes, cultures, and perspectives. The films featured our athletes, everyday people and the people of Saugeen First Nations. A soundscape of well-known Canadian voices—including David Suzuki, Catherine O’Hara, Kardinal Offishall, k.d. lang, Sarah Polley, Susan Aglukark and Leonard Cohen—form the audio backdrop, making a fresh, modern, head-turning statement about their home, one that defies stereotypes and cliches.
Credits —
Agency: Droga5 NY
CCO: Tim Gordon
Head of Art: Alexander Nowak
GCD: Thom Glover, Marybeth Ledesma
ACD: Ted Meyer, Jason Gold
CW: Temnete Sebhatu, Emily Chang
AD: Joe Russomano, Stefan Folio
Production: Object & Animal Director: Natalie Rae