LULULEMON PROUD & PRESENT
Producer
Agency: MKG / Client: lululemon
June 2019, New York, NY
lululemon came to us looking to develop a message that celebrated the LGBTQ+ community during WorldPride, 2019, resulting in Proud & Present: A campaign centered around encouraging reflection on this significant moment in time for the LGBTQ+ community.
Digital Campaign
We developed a series of questions that touched on anything from personal topics to broader issues related to the LGBTQ+ community at large and then invited lululemon’s most authentic spokespeople, their own employees, to reflect on the topics. Captured via a series of intimate photos and videos, their responses were shared with the world via lululemon’s Instagram throughout Pride Month.
Experience
In addition to the campaign videos, we brought the full collection of answers to life through an installation at Hudson River Park. The piece lived on the pier for the last two weeks of Pride Month and invited people to add a moment of reflection to their own celebrations.
Sharing in Community
To give the community further space to slow down and reflect, we worked with lululemon to host a special yoga practice at Hudson River Park, inspired by the LGBTQ+ topics we helped create. The donation-based practice raised money and awareness for the work that The Trevor Project is doing with the LGBTQ+ youth.