The lululemon Men's Huddle is a highly revered event built to foster community and connection through sweat and conversation. Regardless of where the Huddle is held, attendees walk away with development tools they can take into the rest of their lives. 

This year, lululemon is hosting one of the largest Men's Huddles yet, bringing together a select group of roughly 30 people for a 3-day event in New York City and the Hamptons. The itinerary, while still being finalized, will include a number of yoga & group workout sessions, along with group discussions and reflections. Through shared experiences built around the sweatlife pillars of sweat, grow, and connect, ambassadors, influencers, and friends will re-ground themselves and each other in gratitude and self-reflection as lululemon guides and encourages them to grow and be present for themselves and others. 

sweat, grow, connect:

These pillars make up the #sweatlife, lululemon’s world-facing philosophy. Your pitch should explain how you will bring these pillars to life through stories & experiences captured at the Huddle. 

• Sweat – Putting in the work to make a positive impact for yourself and others in all aspects of life
• Grow – Commitment to growth, whether it’s personal, professional, or within the community
• Connect – Nurturing impact within a community; finding your ‘tribe’ and lifting them up  

This is a rich creative opportunity to build awareness for lululemon guests at home by building a connection to the brand & what grow means to lululemon, then translating that into a spirit of sharing during the holidays. Personal storytelling from attendees of the NYC Huddle will inspire guests at home to embrace grow for themselves, and be present for others during the holidays.

Many of the stories that are shared and explored at the Huddle are profoundly personal and deeply enriching. By either embedding with the attendees, or documenting them from a third party perspective, you'll share in this experience first-hand and create content with a unique POV that captures the actual voices and perspectives of those around you. The result should not be sizzle reel or event recap content, but videos that embed the viewer in the brand's mindset and makes clear that lululemon is THE experiential brand for men.

 

DELIVERABLES:

• Please note: the lululemon team is open to hearing your suggestions for the amount of content you could create, and in which formats. The below list is a suggestions of what you ultimately could plan to deliver. Be sure to note in your treatment the format and number of videos you plan to create:
  • 2 IGTV Videos (1 for @lululemonmen and 1 with a slightly more dual gender approach for @lululemon)
  • IG In Feed Previews
  • IG Stories driving to IGTV
  • Multiple IG Feed Videos for NYC Huddle Guests to share on their own channels (these should be small, bite-sized pieces of content that are unique to that particular Huddle Guest)

 

TIMELINE: For the full project timeline please see the Assets section. Please note, this is a rough estimation that may vary depending on the final number of deliverables and posting schedule.

 

EXPOSURE:

• Instagram channels: @lululemon, @lululemonmen, & @lululemonnyc

Please be sure to check out Facebook & Instagram best practices here.

 

TARGET AUDIENCE:

• Primarily men, ages 18-40, who are already aware of lululemon, but have not heard of the Huddle before
• While the Huddle attendees will be primarily men, there will also be women in attendance (it will likely be an 80/20 split between men/women)

 

TONE:

• Emotive and genuine. Think of when a song touches you: how it makes you feel when you hear it the first time, on repeated listening, and when it comes on the radio unexpectedly
• Raw, authentic, personal; the grow pillar is inherently personal and our content will need to reflect that

 

EXECUTIONAL MANDATORIES: 

• The filmmaker will need to attend the three day Huddle event in New York City and the Hamptons. The event will start Friday (11/15) with a group sweat session in NYC, followed by a dinner and a road trip to the Hamptons. The group will spend a full day and a half in the Hamptons, before returning to NYC on Sunday (11/17). Should your pitch be selected to move forward, you will be provided with a full itinerary for the three days.
• Please note: given the personal and self-reflective nature of this event, there will be some moments of the weekend that will be off limits in terms of filming. The greenlit filmmaker will work with Tongal and lululemon to identify those moments, and should plan accordingly. 
• Pitches should plan for how to leverage content from the various ambassadors and influencers who will be in attendance. Testimonial interviews and first-person vlogging formats could be useful in terms of conveying the attendee experience organically and authentically, but are NOT required. 
• Incorporate social UI, screenshots, guest comments, take over, ideas around filming on iPhone, giphys—anything that feels inherently social
• Pitches should note that the purpose of this social content is NOT driving viewers to purchase; it is about developing a clearer connection between the viewer and lululemon, and encouraging them to better understand the core sweatlife pillars of sweat, grow and connect.
• You may need to have an editor with you on site for fast turnaround.
• Your photographer and editor MUST have previous experience with social content.

 

OPEN BID: 

• This is an open bid project, so you will get to set your own budget proposal within $70,000-$80,000. The Sponsor is interested in seeing tiered pricing options, so please feel free to submit various versions of your pitch at budget, target, and reach price points within that price range.
• By participating in this open bid project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all open bid submissions will be reviewed and evaluated by the Sponsor and the project team.

In order to be considered for this project you must include the below materials in your Pitch submission. For examples of effective Pitches, check out this gallery. 

 

• TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute these Video.
  
  
• LINKS (REQUIRED): To your previous, relevant video work. This work should be in the categories of documentary filmmaking & active/exercise filmmaking. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.

• BUDGET (REQUIRED): This is an open bid project, so you’ll get to set your overall budget proposal. Your budget should account for travel for you and your team. You can download the budget template here. The Sponsor would like each producer to create this suite of videos with a total cost range of $70,000-$80,000.
  
  
• TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in your videos. Please be sure to specify how many videos you would plan to make, the style of these videos (testimonials, follow doc, etc.) and in what social formats (IGTV, IG Stories, etc). If it's helpful to you, we've provided a Treatment template, which you can find here.

• TEAM BREAKDOWN (REQUIRED): A breakdown of the key members of your crew (DP, director, editor, photographer) and examples of their past work. All photographers and editors should have previous work experience in social content. Please keep in mind that since this is an intimate event, you should plan to work with a relatively small crew, so as not to detract from the Huddle experience.
  
  
• PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatic, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.

1. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
8. Videos must be in the English language or subtitled.
    
9. Limit 5 submissions per member, per Phase.
    
10. You must be at least thirteen (13) years or older to enter.
    
    
11. The Sponsor reserves the right to repost the contest.
    
    
12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
    
    
13. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
    
    
14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings.
    
    
15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.