lululemon shines a light on Canada

This new campaign, called Feel Canada, from Droga5 New York sets out to highlight a side of Canada that lululemon feels is too often ignored and, at the same time, dispel preconceived notions about what lululemon is. 

Directed by OPC Toronto and Object & Animal's Natalie Rae, the near-three-minute spot uses the recently concluded Beijing Winter Olympics and upcoming Winter Paralympics, and Team Canada’s Olympians and Paralympians, to showcase that Canada is 'a mosaic of different landscapes, cultures, perspectives and walks of life'. 

The film features a selection of Team Canada's athletes, who are dressed by lululemon, overlaid with a series of quotes from Canadian voices that include environmentalist David Suzuki, actors Catherine O’Hara and Sarah Polley, rapper Kardinal Offishall, singer-songwriters k.d. lang and Susan Aglukark, the legendary Leonard Cohen, and many more.

The campaign is both intimate and cinematic, nostalgic and future-facing and it aims to remind people that Canada is a land of beauty, to instil a sense of pride in Team Canada, and tell consumers that lululemon is innovative enough to outfit the world’s best athletes.