—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
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.
