lululemon – How do you create a campaign that inspires customers to live a life of practice?

Practice takes Practice - A Lunar New Year Campaign

The Lunar New Year is China’s most important festival, and is celebrated at the turn of the traditional lunisolar Chinese calendar. As such, there are many traditions and practices that take place during this festival, such as sending blessings to others through the gifting of Red packets. This year, lululemon had the desire to educate their customers with the concept of what practice is, and what the different expressions mean off the mat. Therefore, for the Lunar New Year, we helped them visualize the idea that “practice takes practice”. We related this concept to key cultural moments by linking 10 chinese traditions to 10 ways of practice, hence coming up with the key chinese message of “十全十美” (10 fulfillments 10 beauty). To resonate with the idea of “十全十美”, we shortlisted 10 different practices that are related to Chinese culture and the Lunar New Year festival itself. Each visual contains different values and the reasons behind them and were adapted to various applications, both online and offline.

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    promoted this campaign across all their retail stores