This is a perplexing print advertisement campaign for Ashtanga Yoga Center. The campaign seems to be focusing on the flexibility aspect of yoga while showing some positions which is twisted to an unimaginable extent. The campaign probably aims at showing how flexible one’s body can be if he or she practices yoga. Moreover, as so far the concept of flexibility is concerned the campaign showing elasticity of the body seems to be considerably appropriate.
However, if a person goes down the philosophy of the yoga, this advertisement campaign surely falls much short for them. Therefore, in this perspective the representation of the idea seems to be blurred and not specific to the point. Flexibility of the body that comes with yoga is just a minor and obvious aspect of it. The campaign could have chosen another aspect such a fitness and eternal aspect of yoga that could have greater effect on people. The campaign was created by Leagas Delaney, Milan.
Via I Believe in Adv