Yoga Village
Award: Graphite Pencil
Graphite Pencil / Press & Outdoor / Poster Campaigns / 2025
Award: Wood Pencil
Wood Pencil / Photography / Sports & Fitness
ADIDAS’ new brand platform, “You Got This”, aims to diffuse the pressure around sports so we can play with hope, joy, and freedom. In China, the purest embodiment of this is the story of Yugouliang, an impoverished village where elderly residents have transformed their lives through yoga. Rather than using the typically sleek look of sports advertising, we show these villagers in their natural setting, with their own clothes, in their own homes, doing their daily chores. The authenticity of the images makes them more visually arresting and impactful.
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