Damian Warner Billboard
My role: Senior Copywriter (concept and copy).
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 who is Damian, really? The resulting campaign touches on what Nike never considered,
but lululemon knew from the start. Check out the billboard below.
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: