Hot yoga is an effective way to get back into shape by practicing yoga in a 38ºC (101ºF) room. Because of the high temperature, people can literally sweat their old selves out and reveal their true selves hiding underneath. Our idea was to show exactly that, by contrasting an overweight body sweating away and revealing a fit body hiding underneath.

• 3 separate OOH print ads

• We conveyed the idea that hot yoga is a great fat burning workout, by contrasting and overweight body that is sweating away and revealing a fit body, hiding underneath.

• We shot models, both fit and overweight, doing identical yoga poses. We then overlaid the image of the overweight model on top of the image of the fit model and our retouch artist created the illusion that the overweight model was sweating away, revealing the fit version that was hiding underneath.

• We shot at the yoga studio using models who have experience in hot yoga for branding and authenticity. We then had a retouch artist transform the images to create the illusion that the overweight body was sweating away, revealing the fit body underneath.

• Locally run

• The concept simply and powerfully showed the ‘product’ and ‘benefit’ in one image.

• It is also a striking, gorgeous image which speaks to the ‘artsy’ target who values a brand that has a higher sense of style and imagery.

• The campaign reinforces YO BK as the place for Hot Yoga but now with the message of weight loss.

• The clients and members love them with many taking photos of them or asking for copies of the posters. Unfortunately they are not able to officially comment on attendance to classes. That said, many are asking for copies of the posters and there’s always great discussion about them before and after classes.