lululemon: Team Canada

All eyes were on Canada at the 2022 Winter Olympics, and lululemon had a chance to make a statement about Canadian identity. It wasn’t enough to just dress Team Canada’s Paralympians and Olympians – it was time to reintroduce Canada to the world, not as the quiet, unassuming country everybody expects, but as a force to be reckoned with.

Feel Canada allowed Canada to speak for itself through a soundscape made up of found recordings of iconic Canadian voices, including David Suzuki, Catherine O’Hara, Kardinal Offishall, k.d. lang, Sarah Polley, Susan Aglukark, Mustafa Ahmed and Leonard Cohen. “Feel Canada” builds on Lululemon’s overall “Feel” campaign.

Agency: Droga5

2022