Why Plus Size Women Shouldn’t Do Yoga

Penningtons, a Canadian store that specializes in “plus-size” womens’ clothing, is gathering attention for the “I will not compromise” campaign with “Why Plus Size Women Don’t Do Yoga”, an online commercial featuring yoga instructor Dianne Bondy. Bondy sets out to disprove many of the myths relating to yoga and the plus size woman. The film has had millions of views on Facebook since its release on January 4.

Why plus size yoga shouldn't do yoga


About #iwontcompromise

Body confidence and self-acceptance are topics that have grown in popularity over recent years. Why? The fact of the matter is that our world is still filled with stigma, stereotypes and unrealistic expectations. It’s time to reclaim power from a society that thinks we should look or act a certain way based on our appearance. Instead of trying to change ourselves to fit an arbitrary standard, let’s change perceptions. As advocates for body diversity and size acceptance, we at Penningtons want to work with you to create a new convention: that beauty, strength, and confidence come in different sizes, shapes, and heights. #iwontcompromise is a movement that celebrates doing what we love, wearing what makes us feel good, and being who we are without compromise. No limits, no fears, no judgments, just pure enjoyment. When we hold ourselves back in fear of how we may be perceived, society misses out. Let them stare. Let them see what we can do. Let’s inspire them together.


The Penningtons #iwontcompromise campaign was developed at lg2, Montreal, by creative director François Sauvé, creatives Marie-Eve Leclerc-Dion and Valérie Wells, agency producer Julie Lorazo, strategic planners Anne-Marie Leclair and Sabrina Côté, account team Martine Grégoire and Marie-Eve Despars.

Filming was shot by director Raphael Ouellet with director of photography Ronald Plante, and producer Frédérick Quintal at La Cavalerie.

Post production was done at Studio Élément. Editor was Olivier Binette. Music was produced at Circonflex.


Big Bang Theory and news help Nine win night as Big Bash proves popular with younger demos

The Big Bang TheoryThe Big Bash continues to prove popular amongst younger audiences, however it’s not enough for Ten to clinch an audience win, with the news and The Big Bang Theory helping Nine win a quiet evening in the run up to Christmas.

Game seven of Ten’s Big Bash, which saw the Hobart Hurricanes take on the Brisbane Heat, with 527,000 metro viewers tuning in for session one according to OzTam preliminary overnight ratings, climbing to 727,000 for session two.

Session two was the most-watched show amongst 16-39 and 18-49 year olds, while Nine News at 6.30pm was the most-watched program amongst 25-54 year olds.

Nine News at 6pm pulled in 903,000 metro viewers, climbing to 947,000 at 6.30pm. Seven News at 6pm was the most-watched program of the evening, grabbing 961,000 metro viewers before sliding to 933,000 at 6.30pm.

A repeat of The Big Bang Theory on Nine at 7.30pm pulled in 586,000 metro viewers to be the eighth most-watched program of the evening. It easily out-rated Aussie Barbecue Heroes which grabbed 397,000 metro viewers for Seven in the 7.30pm timeslot.

In the 8.30pm timeslot, Nine’s movie What Happens in Vegas was watched by 406,000 metro viewers while Seven’s Kitchen Nightmares, airing from 9pm, had an audience of 382,000.

Seven had an audience share of 16 per cent while the ABC managed a share of 10.6 per cent.

On the ABC, 7.30 was watched by 569,000 metro viewers and Kangaroo Dundee (8pm) saw 425,000 tune in.


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How to Find Local Customers With Twitter


Do you use Twitter for your business? Looking for ways to connect with local customers? There are tactics you can use to improve the visibility of your local business and identify potential leads. In this post you’ll discover three ways to connect with local customers on Twitter. #1: Add Location Data to Your Tweets Enabling location […]


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– Your Guide to the Social Media Jungle


Barnes & Noble Lady Gaga & Tony Bennett

Barnes & Noble has launched a new advertising campaign, “You Never Know Who You’ll Meet at Barnes & Noble”, featuring singers Lady Gaga and Tony Bennett. Gaga and Bennett enter one of the company’s brick-and-mortar locations separately, and belt out their jazziest rendition of “Baby, It’s Cold Outside.” At the end, they coincidentally find each other in the store as a voiceover says, “You’ll never know who you’ll meet at Barnes & Noble.”

Barnes & Noble Lady Gaga and Tony Bennett


Amy Sacks, Co-creative Director at Roberts + Langer DDB, added: “This campaign is like a holiday card from Barnes & Noble to all of its customers. We hope that this little gift of a performance by these two incredibly talented artists will put a smile on people’s faces. We believe that the true warmth and the connection that Mr. Bennett and Lady Gaga share will be something viewers can feel.”


The You’ll never know who you’ll meet campaign was developed in-house by Barnes & Noble chairman Leonard Reggio, creative director Glenn Kaplan, and produced at Roberts + Langer DDB by group creative director Amy Sacks. The campaign marks the continuation of the relationship between Roberts + Langer DDB and Barnes & Noble following last year’s “A Book Is a Gift Like No Other” holiday commercial.

Filming was shot by director Jonas Akerlund.

Myer Christmas comes for Christmas

Myer, the Australian department store chain, has launched “Where Christmas Comes For Christmas“, the campaign will launch with a 60 second stop-motion film featuring four animated Christmas characters making their way through a winter wonderland to buy their Christmas gifts. The reindeer, angel, mouse and elf were created at Aardman Studios, the animation studio responsible for Wallace & Gromit and Shaun the Sheep. Beyond the brand film, the story of these characters runs through retail TVCs, posters, press, microsite, social, catalogues, shopping bags, staff uniforms, wrapping paper, gift cards and visual merchandise displays. Every touchpoint at Myer has been transformed with the campaign designed to direct consumers towards Myer’s Christmas gift destination, the ‘Giftorium’.

Myer Christmas characters




Myer Christmas Giftorium

Myer Giftorium


The Myer Christmas campaign was developed at Clemenger BBDO Melbourne by creative chairman James McGrath, creative directors Evan Roberts, Stephen de Wolf and Carolyn Mackintosh, senior producer Karolina Bozajkovska, operations director Sharon Adams, group managing director Simon Lamplough, business director Kellie Lennon and senior planner Matthew Kingston working with Myer chief merchandise and marketing officer Daniel Bracken, GM marketing strategy and communications Nathalie Warren-Smith and senior marketing manager retail events and services Joanne Brennan.

Animation and filming were produced at Aardman Animations by director Steve Harding-Hill, producer Steph Owen, production coordinator Caroline Hague, head of model making Chris Entwistle, director of photography Mark Chamberlain, lighting cameraman Jeremy Hogg, animator Dave Osmond, post production supervisor Jim Lewis and editor Dan Hembery.

Lisa Walsh to depart as IAB director of research

Lisa Walsh

The Interactive Advertising Bureau (IAB) is on the hunt for a director of research for the second time in 12 months with Lisa Walsh set to depart the organisation later this year, Mumbrella understands.

Walsh took up the position in June and has been overseeing the changes taking place in the mobile measurement space.

“We have discussed our plans for 2016 with Lisa and can confirm that she will be leaving IAB later this year,” said Alice Manners CEO of IAB Australia. 

“Her departure will allow us to work more closely with the UK and US IAB measurement teams to ensure we continue to drive measurement best practice for Australian agencies and brands. Exciting changes lie ahead.”

Walsh was formerly the head of insights for the ABC and replaced Gai Le Roy, who departed in February after two years in the role.

The IAB, which is the industry body representing the digital publishing industry, recently oversaw the introduction of mobile ratings for websites by Nielsen which had been hit by delays. Next year it is moving to combined daily digital audience numbers across desktop and mobile devices.

The IAB Australia is understood to be searching for a replacement.

Nic Christensen 

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Malcolm Turnbull’s speeches are selectively edited in campaign calling for more foreign aid

Prime Minister Malcolm Turnbull’s speeches have been mashed together to make him appear to pledge to reverse cuts made by his predecessor Tony Abbott in a new charity campaign.

Make Poverty History and Micah Challenge have come together in a new public campaign aimed at pressuring new Prime Minister Malcolm Turnbull to reverse cuts made by his predecessor Tony Abbott.


The campaign focuses on a one and half minute video which selectively edits media statements made by Turnbull into a montage, which appears to have the new PM advocate for more foreign aid funding.

“(Foreign) aid is one of Australia’s greatest achievements but in the last two years, the Government has made the largest ever cuts to our aid program abandoning its promise to the world’s most promising people and damaging our international reputation,” said Tony Milne executive officer for campaign for Australian Aid, a joint umbrella group that brings together the two charities.

The group is aiming to highlight how Australia’s aid budget is expected to hit its lowest level ever in our nation’s history in 2016, falling to 0.22 per cent of our gross national income (GNI), in the wake of the last budget’s $3.7bn cuts, which are scheduled over the next three years.

It has also launched a website “Dear Prime Minister” with a call to action which asks voters to email Turnbull and their local MP.

“We’re calling on Mr Turnbull to take the first step to repairing Australian aid by stopping the fourth consecutive cut and beginning the journey to fulfil our global promise of investing 0.7 per cent of our GNI to aid.”

Campaign for Australian Aid said the 67,000 Australians have so far joined its online campaign.

Nic Christensen 

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