When the COVID-19 pandemic began, suffice to say that everything changed. lululemon, despite facing the same issues as all brands, was eager and willing to readjust. With the world in a constant state of flux, lululemon came to us with this quandary: with the current health epidemic, people across the world need to maintain their mental, physical and emotional wellbeing. We know yoga is a powerful tool to support these practices, especially during uncertain times. Knowing this, how can we engage our audiences and inspire them to take action for their mental health during these unprecedented times?

This concept came out of an exercise we have at Virtue called 9to5. In short, the agency gets briefed by a client at 9 am, we concept all day then pitch back ideas at 5pm. It’s a whirlwind of a day and a really fun creative exercise. Out of about a dozen concepts we brought back surfaced Yoga Show and Share; a UGC campaign that celebrated real people and their real practice.

With people far away from their yoga studios, frustrated that their yoga mats don't fit in their rooms, and a little lost without their favorite instructors, we knew we'd have to approach notions of what yoga "is" differently—so we took the tack of untangling preconceived ideas of what yoga is or ought to be. YogaShow&Share leveraged four lululemon Global Ambassadors—and a rallying CTA video—to help reassure the world that yoga could be on the mat, off the mat, in a pool, under stars, or on the train and that no matter how you practice, a little yoga goes a long way.