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Initiative Encourages Women's Commitment to a Fit & Healthy Lifestyle, a Unique Hallmark of lucy® Marketing
ALAMEDA, Calif., Dec. 6, 2013 /PRNewswire/ -- lucy®, a performance apparel company for active women, has teamed up with creative agency mono and actress Elizabeth Banks to introduce a playful social media campaign designed to bring a little humor to the holiday season, a time of year often associated with stress. The campaign, created by mono, plays off the widely known yoga position called child's pose, which is associated with physical and psychological relaxation, and depicts it as a rational (and humorous) response to every holiday stress trigger.
The centerpiece of the campaign is a short film directed by actress Elizabeth Banks – well-known for roles in "Hunger Games" and "The 40-Year-Old Virgin" – and produced by mono in collaboration with Camaraderies Films in Los Angeles. The film, which debuted this week, features a series of difficult situations that every woman can relate to and resolves with the main characters relaxing into child's poses right where they are. lucy and mono are extending the campaign's reach through the hashtag #ChildsPose and a number of social assets, including shareable gifs and posters.
The film is posted here: http://lucyactivewear.tumblr.com/post/68734611064/the-long-weekend-is-over-the-familys-gone-home#_=_.
"Who hasn't wanted to drop into child's pose at some point during the holidays, like in the middle of a crowded parking lot," said Laurie Etheridge, lucy Brand President. "We love how this campaign shares relatable moments, while allowing us to acknowledge another benefit we get from our active pursuits."
The campaign builds on lucy's recent experiential marketing initiative the lucy Light Forest – a light and sound installation that debuted in Boston earlier this year and that lucy will bring to cities around the country during 2014 – and with it lucy continues breaking through the competitive women's activewear space. This newest marketing activation is aimed at winning the hearts of fitness enthusiasts through knowing humor, in a way that is fresh and true to the brand.
"We are a brand focused on real women - women balancing so much, including being active and healthy. At lucy we believe that fitness, like women, comes in various forms so we offer products with performance and style for active women of many shapes and sizes," says Laurie Etheridge, lucy Brand President. "We bring an inclusive "best friend" voice vs. a judgmental message, supporting and celebrating women's active lives."
This year, lucy began working with mono to bring the brand to life with a unique, disruptive approach that supports the brand's ambitious vision for growth. Taking on its competitors, lucy is in the process of elevating its fleet of 60 stores across the U.S., expanding into new markets, and re-launching its website and e-commerce platform. The brand aims to continue building awareness during the year ahead and capturing an increasing portion of the women's activewear market – estimated at as much as $17 billion and quickly growing.
lucy activewear designs and sells fashion forward performance apparel for athletic women. Over the past ten years, the lucy® brand has grown from lucy.com, an online-only retailer, to a national bricks-and-mortar chain operating 60 stores. In August of 2007, VF Corporation, a global leader in lifestyle branded apparel, completed its acquisition of lucy activewear, Inc. As a result, lucy® is now a wholly owned subsidiary of VF Corporation.
VF Corporation is a global leader in branded lifestyle apparel with more than 30 brands, including Wrangler®, The North Face®, Lee®, Vans®, Nautica®, 7 For All Mankind®, Eagle Creek®, Eastpak®, Ella Moss®, JanSport®, lucy®, John Varvatos®, Kipling®, Majestic®, Napapijri®, Red Kap®, Reef®, Riders® and Splendid®. VF Corporation's press releases, annual report and other information can be accessed through the Company's home page, www.vfc.com.
Video with caption: "lucy's creative partner, mono, in collaboration with Camaraderie Films in Los Angeles has produced a short, humorous film directed by actress Elizabeth Banks – well-known for roles in "The 40-Year-Old Virgin" and "Hunger Games". The film features a series of difficult situations that every woman can relate to – like the time you realized your friend handmade your present and you just got her a card – and resolves with the main characters relaxing into child's poses." Video available at: http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/FX-SF28833-20131205-1.mp4
Image with caption: "#childspose". Image available at: http://photos.prnewswire.com/prnh/20131206/SF28833
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