Lowe Roche Turns Yogis Into Bones for ‘The Power of Movement’

By Erik Oster 

To promote The Power of Movement, Canada’s largest yoga fundraiser, Lowe Roche wanted to show that not only would the event raise money for arthritis, but that yoga can bring increased mobility to arthritis sufferers as well.

To link these ideas, Lowe Roche crafted a 30 second spot featuring yogis lined up to resemble “shapes of the human bone system.” The spot uses this as a striking visual representation of the ties between yoga, arthritis and mobility, accompanied by text explaining how you can help those with arthritis simply by doing yoga. All of this is accompanied by the obligatory new age music you’d hear at a typical yoga studio.

For Lowe Roche creative director Jane Murray, this was a very personal project. Murray suffers from a rare form of arthritis called Ankylosing Spondylitis, which causes the spine to fuse. When client Sabrina Young approached her asking if she knew any agencies who would take on pro-bono work for the Arthritis Research Foundation, she volunteered and made it her pet project.

Print elements of the campaign launched last month, while the television component of the campaign was only recently unveiled. The Power of Movement event is scheduled for March 2. Credits after the jump.Credits:

Agency: Lowe Roche
Co-Creative Director, Art Director: Mark Mason
Co-Creative Director, Copywriter: Jane Murray
Agency Print Producer: Beth MacKinnon
Agency Broadcast Producer(s): Sam Benson, Shannon Farrell
Account Services: Ailin Wu, Leo Maia
Production House: Sugino Studios
Director, Photographer: Shin Sugino
Camera Operator: Andrew Wilcox
Producer, Stills: Taeko Yamanouchi
Production Coordinator, Motion: Sarah Gheriani
Post Production: School Editing
Executive Producer: Sarah Brooks
Offline Editor: Chris Van Dyke
Assistant Offline Editor: Nicole Sisson
Colour Transfer: Alter Ego
Executive Producer: Greg Edgar
Colourist: Tricia Hagoriles
Online Edit: Fort York VFX
Executive Producer: Erin Kuttner
Online Editor: Mike Bishop
Assistant Online Editor: Lauren Rempel
Sound House: TA2 Sound & Music
Executive Producer: Christine Leslie
Track Director: Clive Desmond
Composer: Tyson Kuteyi
Engineer: Dave Clarke
Sahara Morimoto, Choreographer
Amanda LaRusic
Ana Gropler
Ashely McEachem
Daniel McArthur
Emma Kerson
Jaimie Gateman
Jillian Peever
Kate Holden
Lisa Greenbaum
Maggie McDonald
Paul Galloro
Sarah Fregeau
Steven Smith
Michael DeCorte
Mandy Larusic