Team Canada Kit Launch Event
—Role: Creative Direction
Art Direction: Andrew Passas
Copy Direction: Kate MacLennan
Design: Tim Chuang
Agency Partner: Moment Factory
Videography: Gordon Wong
On Oct 26, 2022, lululemon officially unveiled its Team Canada collection to the world at a launch event in Toronto. Over 70 media representatives attended in person with more than 30 media joining via livestream.
The 30 minute event was designed to transport the audience out of their day to day and immerse them in an experience showcasing the new Team Canada. For this reveal, we abandoned the previous heritage and Canadian landmark focused direction and instead leveraged projection mapping to create an environment that was not only wrapped in campaign identity, but educated on the product design approach while holding space for a progressive and beautiful land acknowledgment.
The world took notice, with more than 300 broadcast pieces and 244 online/print stories being published within 24 hours. Broadcast coverage was extensive, with every news program in Canada featuring the unveil.
The 30 minute event was designed to transport the audience out of their day to day and immerse them in an experience showcasing the new Team Canada. For this reveal, we abandoned the previous heritage and Canadian landmark focused direction and instead leveraged projection mapping to create an environment that was not only wrapped in campaign identity, but educated on the product design approach while holding space for a progressive and beautiful land acknowledgment.
The world took notice, with more than 300 broadcast pieces and 244 online/print stories being published within 24 hours. Broadcast coverage was extensive, with every news program in Canada featuring the unveil.
