One giant leap for women
WINNER OF ZULU ALPHA KILO BRIEF CHALLENGE 2023
ART DIRECTION & COPY BY LARISSA VISENTIN
GRAPHIC DESIGN BY SIMONE HASCAL
BACKGROUND
Lululemon will launch its first athletic footwear line designed thinking on women’s anatomy in a competitive market where women’s shoes are just down-sized versions of men’s foot form.
INSIGHT
Women outgrew men’s shoes — figuratively and literally — and they don’t need to follow someone else’s steps.
IDEA
Twist a historic moment in mankind’s history — such as the first man landing on the moon — to show the revolution of women not being constrained in men’s shoes anymore.
The campaign takes place on the month of International Women’s Day and is split into two parts: teaser and launch day.
MEDIUM: OOH, DIGITAL, AMBIENT & AR EXPERIENCE
Ambients placed in urban parks around Canada with a QR code to enter the AR experience.
Programs used:
