The Problem

lululemon needed a team to help craft a campaign targeting men focused on their innovative anti-ball-crushing pants. The challenge lay in bridging the gap between the established female-focused brand tone and the distinct response desired from the male audience.

The Problem

lululemon needed a team to help craft a campaign targeting men focused on their innovative anti-ball-crushing pants. The challenge lay in bridging the gap between the established female-focused brand tone and the distinct response desired from the male audience.

The Insight

lululemon's male target audience doesn't take life too seriously. lululemon's male target audience doesn't take life too seriously...but subtle 'adjustments' are part of their reality. Acknowledging their need for both comfort and discretion, we designed a campaign infused with refreshing honesty. By embracing their quirks, we showcased the ABC pants as the ultimate solution, celebrating authenticity and ease in every stride.

The Insight

lululemon's male target audience doesn't take life too seriously...but subtle 'adjustments' are part of their reality. Acknowledging their need for both comfort and discretion, we designed a campaign infused with refreshing honesty. By embracing their quirks, we showcased the ABC pants as the ultimate solution, celebrating authenticity and ease in every stride.

The Solution

Our campaign repositioned the ABC pants as a solution to the awkwardness of public 'adjustments.' Through clever visual metaphors, we injected humor into the campaign, transforming a common discomfort into a shared, lighthearted experience.

The Solution

Our campaign repositioned the ABC pants as a solution to the awkwardness of public 'adjustments.' Through clever visual metaphors, we injected humor into the campaign, transforming a common discomfort into a shared, lighthearted experience.