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—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
Creative Direction - Remi Paringaux
Art Direction - Janine Merkl
Design - Janine Merkl, Henry Slaughter, Lauren Foot
Copy -  Arrabelle Stavfroff + Carla Hawkins
Photographer - Thompson Chan

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.

©Janine Merkl