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Yoga progress pants

Agency Network: 
Published/Aired: 
March 2012
Cityoga Direct Ad -  Yoga progress pants

Description

Problem: Cityoga studio noticed that new students often quit before completing their first month of classes. When asked why, their insight was revealed: they didn’t see quick results after the first few classes.

Solution:To prove that yoga brings results from day one, we created special Yoga Progress Pants that allowed new students to visibly measure their stretching progress. Every time they practiced, they could measure with the printed ruler how far their fingers, chest or nose reached. Witty phrases challenged them to stretch further and thus continue practicing at Cityoga.

Results: After the promo Cityoga reduced the number of new students who quit: every third beginner continued practicing after the first month of classes.

Direct advertisement created by Lowe, Russia for Cityoga, within the category: Recreation, Leisure.

Advertising Agency: Lowe Adventa, Moscow, Russia
Creative Directors: Bruno Ribeiro, Andreas Mielenhausen
Art Director: Michael Druzhinin
Copywriter: Svetlana Popova
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Highest Rated

esia's picture

Hmm, i would be an old master from the start without a single lesson of yoga.
May be it works with old stiff people. But a don´t trust the fotos of the youngsters at this board.

esia
Activity Score 239
Creative Director at BBDO Berlin |

Let’s do something great together.

karruza's picture

lol, brilliant solution! like this :)

karruza
Activity Score 288
tirthomitro's picture

serious good

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

kleenex's picture

nice idea, BUTTT I want a better font on the pants.

kleenex
Activity Score 51110
Web Designer/Developer
Wordfruit's picture

Looks like a good idea.

I'm guessing the pants would sit different on different days and so not be accurate, but I'd also guess people might tend to cheat themselves into seeing progress; even if just a little, subconsciously. So good.

Wordfruit
Activity Score 1023
whitezhadow's picture

i second dat. btw like the layout and balancing

whitezhadow
Activity Score 10
Graphic Designer at Stark Event Expo, Trivandrum
AlbertPatrashku's picture

This is Dope!

AlbertPatrashku
Activity Score 8
Art Director at LoweAdventaMoscow
Mr. Green's picture

The lines are clever and funny. Nice idea.

Mr. Green
Activity Score 114
Art Director at Porco Preto advertising
clavelle's picture

Nice idea for yoga beginners--I know the feeling! Cute phrases, too!

clavelle
Activity Score 54
esia's picture

Hmm, i would be an old master from the start without a single lesson of yoga.
May be it works with old stiff people. But a don´t trust the fotos of the youngsters at this board.

esia
Activity Score 239
Creative Director at BBDO Berlin |

Let’s do something great together.

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