For the 2022 Winter Olympics, lululemon designed a collection for Team Canada which will be seen on the international stage. To celebrate this momentous occasion, we worked with Droga5 to create FEEL CANADA, a campaign that celebrates the country’s modernity, innovation and transformation. It’s our chance to view Canada in a fresh, human way that truly embodies courage, resilience and connection.
Directed by Natalie Rae.
As seen in Muse by Clios and Shots
The Anthem film launched during the Opening Ceremonies for the 2022 Beijing Olympic Games. An extension of the teaser, the film included a soundscape of Canadian voices, speaking to the courage, resilience and transformation of Canada, Canadian athletes and Canadians.
A 3 minute long-form cut of the Anthem, created by Natalie Rae.
Close shots of Team Canada product textures were match cut with Canadian environmental landscapes to show the parallels between the product and our country.
The films reveal a few Team Canada x lululemon athletes: Dawn Richardson Wilson (Bobsleigh), John Tavares (Ice Hockey), Piper Gilles and Paul Poirier (Ice Dancing), and Liam Hickey (Para Ice Hockey).
Social stories launched on our IG included individual athlete storytelling, using athlete quotes that touch on on feelings of resilience, pride, courage and connection - the values we identify in our anthem.