Lululemon - The Selfish Giant
Award: Wood Pencil
Wood Pencil / Film / TV/VOD Commercials 31 - 120 Seconds / 2022
Somewhere along the line, 'wellness' stopped feeling good. In fact, with its quick fixes and fads, it can even leave us feeling worse. Lululemon launched a campaign that takes a different approach and simply invites people to feel. The film, The Selfish Giant, follows one person’s journey through a cycle of destructive behaviours, before they open up to a different way of being. Accompanied by an excerpt from a children’s story by Oscar Wilde, the story is a parable about the struggles people face and the extraordinary feelings that lie within reach for everyone.
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