Breathe yourself better: lululemon

Poster campaign.

Most people met this campaign on the Underground.

In December 2016, lululemon asked me to help bring breathing to its customers across Europe. The idea was simple: the most advanced stress-reduction technology we have is the one we carry everywhere.

It started with posters in the Underground, a quiet invitation to notice something you're already doing. In store, every customer could take home a small leaflet of practical ways to breathe yourself better: a longer breath out to relax, counting breaths to focus.

The same ideas ran across six countries, through print, video, email and events. Store teams were trained too, and every member of staff received a copy of Do Breathe, so the people on the shop floor could practise it as well.

Every staff member received a copy of the book.

Free workshops in-store for customers.

Meditation sessions on a London bus.

There was even a meditation bus. The material then moved online. A Breathe Yourself Better guide, with co-branded videos and a downloadable booklet, first featured on lululemon's global site. Later, the team in Asia used the same materials for a campaign of their own.

Michael speaking at Sweatlife Festival.

What I like most is how little it asked of people.
A breath is free, takes no time, and is always with you.

Read the original and download the guide →

If your team could use more of this in their day, you can reach me here.