To celebrate lululemon's 20th birthday we evolved an iconic brand element—the manifesto. A collection of thoughts, beliefs, and banter that have paved the brand's way.
We brought lines of the manifesto to life through the lululemon collective—exceptional humans with exceptional stories.
From violent altercation to pizza party. Peace activist, Emmanuel Jal, transformed the moment with positivity. Here’s to the next 20 years of choosing love. 20 years of #lululemon
From heartbroken teen to lead singer—all she did was hit GO. Rising star, Alexis Young, is making serious moves. Here’s to the next 20 years of going after it. 20 years of #lululemon
The fact that it was illegal for women to box in London up until 1996 didn’t stop ambassador and 7-time world boxing champion, Michele Aboro’s, will to win. Here’s to the next 20 years of unstoppable motivation. 20 years of #lululemon
Fade out the haters, even when it’s 60,000 angry football fans. Global Yogi Baron Baptiste knows how to do just that. Here’s to the next 20 years of total focus. 20 years of #lululemon
Snow, to surf, to spray paint—elite ambassador Chris Benchetler lives and breathes creativity no matter the medium. Here’s to the next 20 years of creative expression. 20 years of #lululemon
The landing page: https://shop.lululemon.com/story/20years
The campaign also came to life through birthday parties across the globe, goal funding guests, a limited-edition product capsule, and further storytelling around members of our collective who live into lululemon's values.
Winner: Communication Arts: Gold: Illustration
Winner: Gold Cube: ADC: Animation Series
Senior Copywriter/Interviews/Story Editor: Arrabelle Stavroff
Creative Directors: Rémi Paringaux, Pat Young
Art Directors: Kristen Iamartino, Lara Palmer
Senior Designer: Mark Bulford
Producer: Cybelle Ngyuen
Editors: Melissa Hall, Adam Henaghan
Brand Manager: Alex Zarco
Animation and Motion Graphics: Giant Ant
Design Agency for Manifesto Refresh: Pentagon
