Project. Communications for a yoga school, focusing not on beauty but the practice’s core promise: becoming just a teeny bit nicer. To underscore this, the campaign picked world leaders most in need of a yoga lesson -- the bigots, the fundamentalists, and the flat-out racists. We even contacted their embassies to invite them to a free lesson. They weren’t interested.
My Role. Copy, concept, strategy.
My Role. Copy, concept, strategy.