![](https://freight.cargo.site/t/original/i/99a68b65c7a81aab1a5304688d20ab9481b86e925a7c8d481daa0f0a659929dc/Lotte_Three.jpeg)
![](https://freight.cargo.site/t/original/i/475995f37d8021b01a6d3cf91d53c66dfa4bc593a73c0c38b96cb0e2b5a2154f/Lotte_One.jpeg)
![](https://freight.cargo.site/t/original/i/6ce35023f0ebf4462326edc246b99e3e06a975bdbb851db575261388baa1c227/Lotte_Two.jpeg)
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.