Project for Miami Ad School Toronto - Strategy Bootcamp 2018

1. LULULEMON
athletica

2. 2
Lululemon
started off by putting
PREMIUM ON
how women looked
while doing yoga

3. we are not
STANDING OUT
Men are buying the product
without subscribing to brand
3

4. diverse STRIVERS
4
AGE: 25-45;
Health conscious;
Lives in urban areas;
Busy affluent professionals;
Finds time for hobbies: outdoors, cycling, music,;
Highly educated, very liberal;
Good sense of fashion, takes care of himself
Tech savvy;

5. 5
inject the brand with
relevance for men and make
them feel proud to wear it
creative
CHALLENGE

6. 6
is it
FOR WOMEN?

7. 8
can we ride
THE WIND
OF CHANGE?

8. 10

9. 9
Masculinity got rebranded
TOXIC

10. 11
Let’s pause and
THINK

11. 12
Canadian young men
seem to be
in the middle of
AN IDIOLOGICAL SHIFT,
when it comes to
MASCULINITY

12. 88%openness for new ideas
87%intelectual intelligence
89% being healthy
75% physical strength

13. HOW CAN WE
challenge
the TRADITIONAL
CONCEPT
of Masculinity
& show that NOT
everything in life has to be
A PERFORMANCE RACE?
14

14. BRIEF
15
GET: diverse strivers
TO: be proud of wearing Lululemon
BY: Challenging traditional concept of masculinity. Proving
that not everything in life has to be a performance race.
MEDIA RECOMMENDATIONS
Social
Digital banners
Online videos
Influencer activations
Content integrations
OOH Events
& experiential
(outdoors, gym,
cycling)

15. Campaign
thought
STARTERS
16

16. CLEAN
simplify
17

17. ADAPT
make it alive
18

18. POSITION
to own the space
19
How can we be a part of the increasing trend of men
standing up for what’s right in our communities?
How can we celebrate them being more involved fathers
and a better contributing husbands?

19. CELEBRATE
every colour
20

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