—2018 International Women’s Day Campaign lululemon
To celebrate International Women’s Day, we created a campaign that challenged the status quo. Digital assets and a printed long-form copy piece came to life across lululemon’s platforms—including a homepage takeover, email, social assets, in-store assets, and live events in multiple locations worldwide. We also took out a full-page spread in the New York Times. The campaign reached 20 million people globally through online and in-store creative.
Art Direction
Print Design
Product Graphics
Print Design
Product Graphics
Creative Direction - Remi Paringaux
Art Direction - Janine Merkl
Design - Janine Merkl, Henry Slaughter, Lauren Foot
Copy - Arrabelle Stavfroff + Carla Hawkins
Photographer - Thompson Chan
Art Direction - Janine Merkl
Design - Janine Merkl, Henry Slaughter, Lauren Foot
Copy - Arrabelle Stavfroff + Carla Hawkins
Photographer - Thompson Chan
![](https://freight.cargo.site/t/original/i/d0c274d8f5075772fea48c2f7c889af7613845d0f9574f7c196d1d4bbc861136/lulu_web_IWD_TC_2018Q1_2243.jpg)
![](https://freight.cargo.site/t/original/i/a7e97ae1bfc6768bd65432850bd3f90876af123c2d161c02cd466bdb32677608/Poem-02.png)
![](https://freight.cargo.site/t/original/i/9ddce1f5847b24a62d33a4a1b41e8dcce6866e34aece16e92924c0c028ff7846/Letter.jpg)
![](https://freight.cargo.site/t/original/i/2be1250c982e431ccd0411236bcc27d149b09f2215188591609380ab72539406/Hnagtags2.jpg)
![](https://freight.cargo.site/t/original/i/046027d95f09b66aa09c847baf9976e5bf59c0099a3916f958d5a2670901cf8e/lulu_web_IWD_TC_2018Q1_2607_edit.jpg)
![](https://freight.cargo.site/t/original/i/7d70e7422f4aa89d67ef75bc48f952b2e0065e84d64cc4d74d98523fd4c1787d/lulu_web_IWD_TC_2018Q1_6033.jpg)
![](https://freight.cargo.site/t/original/i/0416e43d3b8222d428a01fde04d3771897b6eb270239fbd40075eadf1ad62de6/lulu_web_IWD_TC_2018Q1_7823_edit.jpg)
![](https://freight.cargo.site/t/original/i/4ca2d239508063d1977232a2a877e166a63520559967d9a5646547848ae95c51/lulu_web_IWD_TC_2018Q1_8014_edit.jpg)
![](https://freight.cargo.site/t/original/i/ec24c3ff494e2d51f42723c79d9859d104a52287b4477fa78b8257e111b35bd7/lulu_web_IWD_TC_2018Q1_3849.jpg)
![](https://freight.cargo.site/t/original/i/8dc039018d1dbbe2819d31ced64725b9eea9a3036da7d60d75708f02c03b359f/lulu_web_IWD_TC_2018Q1_6903.jpg)
![](https://freight.cargo.site/t/original/i/b002367d733b0fd53bc6160cb453e3e481ef2576e70f91b56fbcaf10e3b39ba8/IWD_14_FB_Wall-01.png)
![](https://freight.cargo.site/t/original/i/0acaf6d041720fcc4fff20fabe430cf44747492e4c58d115b368fef8a62005b5/IWD_14_FB_Wall-02.png)
![](https://freight.cargo.site/t/original/i/3afcdb6ada1f556b99e0b8c71b46105907f8be34d42708491daa97747e0a385c/IWD_14_FB_Wall-03.png)
![](https://freight.cargo.site/t/original/i/24fb13cdb6695727acf75e9d23dcb02b895cb0bac035d81f36cba06e3ea557b6/IWD_14_FB_Wall-04.png)
In-store guests who identified as female were offered 20% off, to represent the current wage gap of the 20 cents less women make on average compared to men.
100% of profits from the sale of our IWD statement t-shirts went to organizations that support the empowerment of women through our social impact program Here to Be.
![](https://freight.cargo.site/t/original/i/b4f6c68a926f25ebe474a8b2d1ff50c9407e9546075b65bfb0ecab9cf32c55fd/WomensDay_NewYorkTimes.jpg)