Lucy Activewear

lucy light forest

We created a branded experience that allowed Lucy, an underdog in the women’s activewear category, to connect with women in a more engaging and meaningful way than any traditional ad campaign could.

Everyone has had that unforgettable moment when an everyday workout is transformed into something amazing. We created an environmental experience that captured this feeling — the Lucy Light Forest: a unique, interactive light and sound installation that responds to participants’ movement. The experience debuted in Boston as we took over a quarter-mile of the Charles River Esplanade. For two weeks we invited women to join us in celebrating the transformational effect that movement has in our lives. The forest is larger than a football field and consists of more than 10,000 movement-activated, solar-powered LED lights.

During the event, 35% of all traffic to lucy.com came from lucylightforest.com. A social media campaign fueled awareness of the experience, and more importantly, reinforced the beliefs and values that Lucy shares with these women. While this was a local event, we created national engagement through our digital website by encouraging Boston participants to share their photos and videos of the experience.

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“The coolest running path we’ve ever seen”

— Women’s Health

“To those who’ve always wanted to run through a magical fairy forest with sparkling lights, today is your lucky day”

— Digiday
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The Lucy Light Forest received some pretty lovely praise from The New York Times, Women’s Health, The Boston Globe, Women’s Wear Daily and others.