Cityoga: Yoga progress pants

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.

Advertising Agency: Lowe Adventa, Moscow, Russia
Creative Directors: Bruno Ribeiro, Andreas Mielenhausen
Art Director: Michael Druzhinin
Copywriter: Svetlana Popova
Published: March 2012

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9 comments

karruza's picture
karruza
290 pencils

lol, brilliant solution! like this :)

tirthomitro's picture
tirthomitro
2720 pencils

serious good

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

kleenex's picture
kleenex
25728 pencils

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

Wordfruit's picture
Wordfruit
1023 pencils

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.

whitezhadow's picture
whitezhadow
10 pencils

i second dat. btw like the layout and balancing

AlbertPatrashku's picture
AlbertPatrashku
8 pencils

This is Dope!

Mr. Green's picture
Mr. Green
109 pencils

The lines are clever and funny. Nice idea.

clavelle's picture
clavelle
54 pencils

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

esia's picture
esia
239 pencils

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.

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