PROUD & PRESENT

To make lululemon show up in their first-ever Pride campaign we introduced Proud & Present – an invitation to make Pride a point of reflection – asking people to consider how far the LGBTQ2IA+ movement has come, and how far we’ve yet to go.

STRATEGY, CONCEPT DEV & CREATIVE DIRECTION FOR LULULEMON


THE LAUNCH: 
The campaign launched in 2019 via lululemon's Instagram where employees were given space to reflect on topics close to them. 

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2019 lululemon NYC – IDY PRIDE


THE INSTALLATION: 
For Pride, we created an installation featuring reflections from the LGBTQ2IA+ community on progress and challenges yet to overcome. Situated by Hudson River Park the site invited the public to join free yoga and mindfulness classes in support of The Trevor Project.

2019 lululemon NYC – IDY PRIDE
Photo: Jim Fryer / BrakeThrough Media | brakethroughmedia.com
2019 lululemon NYC – IDY PRIDE
2019 lululemon NYC – PRIDE


THE COLLECTION: 
In stores across North America, a limited-edition collection sold out, with all proceeds going to The Trevor Project.


2020 CONTINUATION: 
For 2020 we worked with renowned storytelling platform, The Moth, to coach employees and brand ambassadors to turn their quarantine into a moment to share one of their life's most vulnerable moments. The content created for Proud & Present has ended up being some of lululemon's most-watched social content ever.


KEY INFO
Year: 2019 & 2020
Role: Strategy, Concept, Creative Direction
Client: lululemon
Agency: MKG

FRIENDS & ENEMIES
Shawna Ferreira – Photorgrapher, Director (2019)

Mary Anne Broccolo – Executive Design Director
Nicholas Garritano – Experietial Desiger

Taylor Slyder – Art Director
Pink Sparrow – Fabrication

The Moth – Director (2020)
Nate de Young – Editor
Mary Anne Broccolo – Executive Design Director
Gale Tan – Graphic Designer
Kat Thek – Copywriter

ALL RIGHTS RESERVED 2021 – GERDIN.JOHAN@GOOGLEMAIL.COM