lululemon / 44

Lululemon asked us to tease their new brand ambassador: F1 legend Lewis Hamilton.
We looked at the one thing everyone already associates with Lewis: 44. Then we noticed something hiding in plain sight, his number and the Lululemon mark looked weirdly similar.

Flip the logo, pair them together, and we had our teaser. No face. No product. Just 44.
It ended up outperforming the full reveal.