This gorgeous, stylish and almost perfect campaign is made for The Power of Movement, Canada’s largest yoga fundraiser.
In this campaign, agency Lowe Roche demonstrates yoga’s dual benefits by creating shapes of the human bone system using Canadian yoga instructors and dancers. Simply by doing yoga, we could ‘see’ parts of the body regaining the power of movement.
The agency wanted to show that doing yoga not only raises money for arthritis, but actually brings increased movement to arthritis sufferers as well.
About in 1 in 7 Canadians are affected by this family of over 100 diseases. The Arthritis Research Foundation works to raise funds for research into treatments and possible cures, for arthritis and associated autoimmune diseases.
The idea is that by doing yoga on Sunday, March 2, 2014, you can help bring the power of movement to the 1.6 million people living with arthritis.
It is held in 11 locations across Canada.
I started with the words ‘almost perfect’. By that I mean the playing time of the video. 33 seconds is too short. 3 minutes would have delivered a pearl.
The Power of Movement
Co-Creative Director, Art Director: Mark Mason
Co-Creative Director, Copywriter: Jane Murray
Agency Print Producer: Beth MacKinnon
Agency Broadcast Producer(s): Sam Benson, Shannon Farrell
Account Services: Ailin Wu, Leo Maia
Production House: Sugino Studios
Director, Photographer: Shin Sugino
Camera Operator: Andrew Wilcox
Producer, Stills: Taeko Yamanouchi
Production Coordinator, Motion: Sarah Gheriani
Post Production: School Editing
Executive Producer: Sarah Brooks
Offline Editor: Chris Van Dyke
Assistant Offline Editor: Nicole Sisson
Colour Transfer: Alter Ego
Executive Producer: Greg Edgar
Colourist: Tricia Hagoriles
Online Edit: Fort York VFX
Executive Producer: Erin Kuttner
Online Editor: Mike Bishop
Assistant Online Editor: Lauren Rempel
Sound House: TA2 Sound & Music
Executive Producer: Christine Leslie
Track Director: Clive Desmond
Composer: Tyson Kuteyi
Engineer: Dave Clarke