Cannes Lions

Penningtons

lg2, Montreal / PENNINGTONS / 2016

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Overview

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Credits

Overview

Description

In order to prove fat shamers wrong, we had to play their game. So we invested the fat-shaming digital conversation with a clickbait-approach video titled “Why plus size women shouldn’t do yoga”.

Inspired by online conversation that reveals the widespread prejudice that plus-size women are overweight because they are not active, the offensive took the form of a one-of-a-kind yoga video. The attention-grabbing hook “Why plus size women shouldn’t do yoga” was used as an ironic prelude to a video featuring a bad-ass plus-size yogi who deconstructs the prejudice shot by shot. The video invites plus-size women not to compromise and to practice whatever activities they want, with no fear of prejudice toward them, and it does so by demonstrating the ridiculousness of these prejudices.

Execution

The video was launched on January 4, 2016 and media investment ended on February 18, 2016.

It was deployed exclusively online, with media investment on Facebook, YouTube, AOL and Teads, as well as PR and influencer efforts.

Originally for Canadian audiences only, the campaign costs were under $260,000.

Outcome

- The campaign reached over 30M people

- We generated 18M views of the video

- We reached 70% organic views

- For less than $0.008/view, we initiated a constructive conversation about fat shaming

- Mentions of the campaign by several celebrities, such as Ashton Kutcher and Melissa McCarthy, gave credibility to the message

- Press coverage in top-tier Canadian and international media, including Cosmopolitan, Ads of the World, People, The Vancouver Sun and Châtelaine, contributed to virality

- The clothing line went quickly out of stock throughout Canada

- Thousands of plus-size women felt empowered and inspired by the brand's message

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