“Give Presence,” a new holiday campaign from Lululemon, is a reminder to slow down, unplug, and savour the moment.
The campaign centers on a three-minute You Tube video, #givepresence, which, since being posted on Nov. 18, has racked up nearly three million views. Featuring a number of yoga and meditation instructors, along with professional snowboarder and “Love Your Brain” founder, Kevin Pearce, the video asserts the greatest gift one can give is their undivided attention.
Jean-Marie Shields, vice-president of global brand for Lululemon told Marketing the campaign is both a way of reminding people to live in the now, and a push to appreciate and remember what matters most — spending time with loved ones.
“The importance of being present in the moment and spending time with those who are important to you is part of our culture, as well as inspire others to spread others to do the same during the holiday season,” Shields said. “We’re constantly evolving, and the Give Presence campaign message is about placing our community values front and center and connecting it with our online experience.”
The Canadian retailer is looking to create “a global movement that reaches beyond any specific target market,” Shields said, and is encouraging its stores and showrooms around the globe to express their own interpretation of the “Give Presence” message. On Dec 3, a store in Vancouver held a 12-hour meditation event, and three stores in the Detroit area collaborated to fly a banner that read “Look them in the eyes. #givepresence” over the city’s American Thanksgiving Day Parade.
The brand is promoting the campaign across its social channels and has created a dedicated site where visitors can view and buy new products, and read interviews with individuals like athlete Amanda Bisk, and professional hockey player Andrew Ference, who Shields said, “exemplify Give Presence.”
Lululemon has also collaborated with four international artists to create “Give Presence” artwork, store window design and greeting cards. The brand partnered with Felt — an app that turns an e-card into a handwritten, tangible card — and will be giving away cards to its in-store customers, as well as fellow Felt users.
Shields didn’t comment on whether “Give Presence” is an attempt at damage control for the brand, which this year saw a recall of too-sheer yoga pants, and its founder and CEO Chip Wilson resign.
“Give Presence” will run until the new year.