The centerpiece of the new lululemon activewear “FEEL” campaign from Droga5 NY is this two-minute film, “Being well is a journey,” directed by Daniel Wolfe via production house Love Song.
The anthem film–set to excerpts from Oscar Wilde’s “The Selfish Giant”–follows one person’s journey through a cycle of punishing, unsustainable and closed-off behaviors, before opening up–emotionally and physically–to a new world of sustainable practice, community, and joy. The soundtrack was composed by two-time Oscar winner, Atticus Ross via Barking Owl, with Dan Flosdorf serving as sound designer and mixer.
Credits
Client lululemon Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Alexander Nowak, global head of art; Thom Glover, group creative director; Marybeth Ledesma, creative director; Ted Meyer, sr. copywriter; Jason Gold, sr. art director; Gabe Santana, copywriter; Germany Lancaster, art director; Nate Scott, executive design director; Sunny Lee, sr. designer; Kenisha Rullan, designer; Mike Hasinoff, executive producer, film; Martin Couch, sr. producer, film; Mike Ladman, sr. music supervisor; Cecilia Diaz, group strategy director; Sarah Khan, brand strategist; Ben Nilsen, group communications strategy director; Cherish Lee, sr. communications strategist; Christina Fieni, group data strategy director; Joy McKenzie, data strategy director. Production Company Love Song Daniel Wolfe, director; Deepa Keshvala, DP; Emily Skinner, Kelly Bayett, exec producers; Julie Sawyer, producer. Editorial ZED Dominic Leung, editor; Rob Daglish, assistant editor. Color Framestore London Simon Bourne, colorist; Chris Anthony, sr. color producer. Postproduction The Mill Dan Williams, executive creative director; Chris Allen, Clare Melia, exec producers; Mia Saunders, producer; Chee Yen Wang, production assistant; Dan Adams, 2D lead; Beck Selmes, 3D lead. Music/Sound Barking Owl, Los Angeles Dan Flosdorf, sound designer; Atticus Ross, composer; Kelly Bayett, creative director; Ashley Benton, exec producer. Audio Post Barking Owl, Los Angeles Dan Flosdorf, mixer
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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