Nina Fides Folio
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Nina Fides Folio
Client: Lululemon
Lululemon is known for its quality athleisure and comfort. Drawing from the insight from Google's A Year In Search, people have been asking "How can I change?". That answer is often a complex one, depending on where a person is at in their life, and how they can take action. Lululemon can offer a platform for people to do this by combining it with Lululemon's product truth, which offers comfortable clothing as they take on a new journey. Through this, we come up with the big idea of "Comfort in the Uncomfortable."
Comfort in the Uncomfortable
An integrated campaign and online community
for this movement
Video execution: a series of vignettes as we follow the lives of people daring to try and finding the joy and comfort of going after something.
• New mom starting a new business
• Senior citizen trying yoga class in a room full of younger students
• Defying cultural norms and asking a crush out
Video execution: can be cut in to bite sized 15 sec, for social media content.
• Woman starting a YouTube channel for her fitness journey
• A woman in her mid 30s starting a new life in a country
• Risk being seen: Auditioning for a role
Social Media and Activation: "Finding Comfort in the Uncomfortable"
What would you be willing to trade or give up or do to show you are willing to get comfortable in the uncomfortable. Users can share on social media and this can be UGC, in exchange they can get discounts, free class passes to yoga/ Lululemon events. These posts or challenges should be within community guidelines.
Activation and Content: "Finding Comfort in the Uncomfortable"
There would be on the spot pop-up booths for the yoga challenges and in-store sign ups. Partnerships and collaborations with other brands
could be in theme with finding comfort in the uncomfortable.
For example, Lululemon could partner up with Kickstarter for a contest to win funds to start their own business. The brand could also partner up with a local well known restaurant for a dinner when they ask their crush out. These can be filmed as content for the brand's channels and give an experience to those participating.
in partnership with these brands for:
- starting a new business, dating again, fitness challenges, a new hobby, learning public speaking etc.
WEB3 execution: "Yogini" NFTs allow collectors access to exclusive Lululemon perks such as private yoga retreats and Lululemon events, and showrooms with new designs. The series of "Comfort in the Uncomfortable" will allow their NFT Yoginis to level-up by adding more visual design and unlock better perks within the brand. This can also be tied with the Lululemon mirror. Challenges, as with the other activation should be within community guidelines. and will have to do with themes of fitness, mindfulness, and lifestyle.
