Personalization Gifting
lululemon
Concept and art direction for a bags and accessories gifting initiative.
CD: Laura-lé Vanderbergh
Concept: Ryan Kearns, Camila Burbano del Alcazar
AD: Ryan Kearns, Malin Otmalm
Copy: Natalie Pearl
Photo: Andrew Jacobs
With a live date wedged between the Holiday Gifting campaign launch and Black Friday, lululemon wanted a concept that would elevate a range of their bags and accessories, and continue the holiday gifting narrative with a playful, energetic, and trend-forward tone.
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Gifts that mix and mingle: Create a one-of-a-kind gift by mixing and matching endless bag and accessories combinations.
By capturing three distinct looks on tonal backgrounds, and executing into a tile-based system, we were able to use colour blocking and cropping to allude to a more extensive range of combinations, inspiring the guest to imagine the endless possibilities for themselves or someone they know.
Performance
The segmented send email was the top performer of the quarter, driving sales 200% above benchmark. It also drove shopping across categories, inspired by styling and outfitting of the model, signalling a greater halo effect from the creative concept—including a resurgence of an accessory not featured in the capture.
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