lululemon partnered with creative product marketing agency Baked to drive sales of their travel capsule
Baked is fired up to present lululemon's travel capsule, positioned to make it really clear what role the lululemon travel capsule plays in the life of their customer. To position the product as their sidekick, making it indispensable to them.
Recognising the trend towards intentional and light packing, lululemon challenged Baked to develop a strategic and visual approach that resonated with their core consumers' desire to pack less and do more in 2024.
The approach crafted a visual narrative inspired by travel journals, showcasing the versatility of lululemon's Travel capsule. Photographer Iris Humm brought this vision to life, capturing moments that reflect joy, security and authenticity, whilst we integrated travel elements like arrows and barcodes from boarding passes to trigger that cognitive link to travel.
The creative execution positions lululemon's travel capsule as an indispensable travel companion, emphasising its role as the enabler and partner in adventure. The use of GIFs showed the adaptability of lululemon's clothing in various vacation scenarios, communicating the brand's commitment to making travel simpler, lighter, and more enjoyable for their consumers
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