Challenge — Manduka is a premium yoga brand. Create a campaign that maintains Manduka's premium reputation while also piquing interest within a demographic of people who may be new to yoga.
Insight — Manduka mats are special. They get better with each use, breaking into your body like a pair of Birkenstocks. Yoga is a lot like that, too. You have to break in certain poses for them to begin feeling natural. So you, and your Manduka mat, get better with each use.
Brand Act —
Manduka petitions for yoga to be included in the Olympics
Set an intention on your mat to create an even more personal relationship with your practice