Plus size Yogi
Alexia Lamoureux-Proulx (lg2)
Company: lg2 Executive Creative Direction: Marc Fortin Creative Direction: François Sauvé Art Direction: Valérie Wells Copywriting: Marie-Ève Leclerc-Dion Strategic planning: Anne-Marie Leclair, Sabrina Côté Agency Producer: Julie Lorazo Client Service Director: Martine Grégoire, Marie-Ève Despars Production Company: La Cavalerie Director: Raphaël Ouellet Producer: Frédérick Quintal DOP: Ronald Plante Post Production Company: Studio Élément Editor: Olivier Binette Music/Sound: Circonflex Media: OMD
Nearly 50% of Canadians are overweight, a physical condition that stems from a number of complex mental and physical factors. Indeed, many of them suffer from low self-esteem from the constant reminder, either stated or implied, that their weight is the centre of attention they receive and the negative image that comes from this.The challenge is to redefine its brand territory, taking into consideration both the commercial and social aspects of the company.