When Damian Warner—world famous decathlete and Canadian Olympic Gold Medalist—left Nike to join lululemon, we asked him why.
His answer? They saw him as just the world’s greatest athlete. But lululemon knows who Damian really is. So we created this billboard to tell the world.
Making it Work
If you work in communications of any kind, you know that things don’t always (or seemingly ever) go exactly as planned. The billboard above was contingent on getting a specific placement, which lululemon’s paid marketing team wasn’t able to secure.
As a result, the campaign pivoted to become a paid Instagram ad. Watch below: