THIS IS YOGA (lululemon)

  • Markus Hard
Lululemon partnered with VICE in-house creative agency to create their first ever global brand campaign. 
THIS IS YOGA. is an integrated campaign informed by a documentary series in 8 parts, honouring yoga in all its forms by taking the practice off the mat.
Role: Senior Creative Published: Globally Client: lululemon athletica Year: 2017
"Vice and Lululemon's Brand Innovation" – THE NEW YORKER
"Top 5 Ads Of The Week" – Fast Company
"Lululemon Transcends Yoga Pants in This Mini Documentary Series by Vice Media’s In-House Agency" - ADWEEK
"Why There's No Yoga in Lululemon's First Global Campaign" - ADAGE
"Lululemon Turns To Vice Media For Big Ad Push" - FORTUNE