Lululemon transforms Canada's image for one of the biggest sporting events in the world: the Winter Olympics.
As an ongoing lululemon partner, Sculpture has been selected to provide French copywriting and Quebec market localization for their collaboration with Team Canada as new official outfitter. This iconic Canadian partnership has redefined how the world sees the country, starting with transformational gear for the Beijing 2022 Olympic and Paralympic Games. For reference, the French-Canadian market has approximately 10 million consumers, which is comparable to the populations of Sweden, Israel, or Greece.
What we've worked on:
01 - Ecomm
02 - Social
03 - Retail
04 - Public Relations
05 - Event
Lululemon chose athletes across different disciplines to create a group of ambassadors. The modular clothing system equipped with the latest fabric technologies was able to adapt to the reality of athletes during competitions, then went on sale for the general public in the same period.
We’ve created French assets for all four product drops in 2021-2022, including emails, product descriptions, and landing pages. Digital ad placement and creation of SEM assets were also part of the copy material developed for ecomm purposes, featuring lululemon athletes and ambassadors, as well as supporting visuals with beige and red backgrounds—the campaign’s flagship colours. The tone chosen focused above all on positive feelings to perform better.
We also took care of live post creation and monitoring during the Games, following the journey of lululemon ambassadors and Canadian athletes in order to create engagement with Canadian audiences. Various posts to promote the launch collection, ambassadors, and available products were developed in both official languages, before and after the Games.
During the Games, the Opening Ceremony and the Closing Ceremony were obviously among the key fashion moments on social media. Specific publications were also prepared for each of our ambassadors according to the results of their performances (gold, silver, bronze, or celebration of journey).
French commercial material and signage have been thought out for optimal display in the eight Quebec branches and some pop-up stores across Canada with taglines which send a message of victory while specifying the colour red which is at the core of the collection and campaign.
We also worked on all product hang tags and guides from Team Canada x lululemon products, all of which must be bilingual.
We handled media relations, press releases for official announcements in French, and a series of three lookbooks intended for media, according to the different product releases during the season.
Selected billboard, TV and radio ads on CBC/Radio-Canada, and print ads in certain targeted publications such as the Globe & Mail were considered from a Francophone PR angle, in particular by highlighting Quebec Paralympic athlete Frédérique Turgeon and Franco-Ontarian Olympic athlete Paul Poirier.
The media coverage of the campaign includes several international outlets such as Forbes, CNN, and The New York Times, as well as local French-language local media such as La Presse and Le Journal de Québec.
The engagement around the collection generated a large number of reactions and content on social media, including a video unboxing with Quebec personality Mathieu Dufour, where we provided monitoring and communications.
The launch and fashion show for the Team Canada x lululemon Athlete collection took place in Toronto and was produced by Moment Factory, featuring several lululemon ambassadors, including Olympic and Paralympic athletes Piper Gilles, Liam Hickey, and the Dufour-Lapointe sisters.
As French-speaking production manager, we were supervising and coordinating live narration, subtitles, hosting script, pre-recorded sequences in Quebec Sign Language, signage, promotional material, as well as diverse virtual and printed content onsite.
Prior to the launch, various deliverables were designed in French by Sculpture for other special events such as The Olympic Lab, where Olympic and Paralympic athletes had the opportunity to meet before the Games and Open to Play which aimed to support community organizations and facilitate access to sports for youth.
General Production: lululemon
Creative Direction (Design): Andrew Passas
Creative Direction (Product): Audrey Reilly
Commercial Photography: Ibrahem Hasan
Multimedia Experience (Event): Moment Factory
Video Content & Storytelling: Droga5
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