ABOUT

lululemon approached us to create a campaign based around their annual goal-setting campaign, based around setting goals for the year ahead. #18in18 follows #17in17. We worked with illustrator (and Beach in-house creative) Holly St Clair to create a series of characters that form the #GoalSquad - from chilli peppers who want to learn Salsa, to cacti who want to complete Dry January.

Customers and web visitors could grab a goal sheet, list their goals, and post them to the #18in18 or #GoalSquad hashtag, and Holly would illustrate a selection, including live at a number of in-store events.