THE CHALLENGE: For over 20 years Manduka has been known for premium yoga mats and accessories, all made specifically to support (rather than distract) from the practice. Adding a new apparel line to their catalog the season before, the brand wanted to follow-up by reintroducing themselves as one that supports the ENTIRE practice, from the mat up.
THE IDEA: Inspire by celebrating the practice rather than its tools. After all, if the product doesn’t distract, focus can be what every yogi works to achieve: being present in the moment. Our idea highlighted the importance of the moment. Specifically this moment, happening right now. The creative shows products in use, but the focus is much more on the yogi and their moment. Less posed, more natural candid shots with copy that speaks to an ideal state of mind while subtly showing Manduka as the silent partner that helped get them there.
THE RESULT: High praise from Manduka’s loyal fan base on all social channels with thousands of video views by fans who happily shared their own inspiring moments. Overall, a successful season launch that proved a change in brand perception and purchasing behavior resulting in more customers buying multiple products per purchase than the usual single product purchase seen in prior seasons.
THE WORK:
