Adrian Elton. International man of mystery. Well at least that’s how it can feel when I have the privilege of working for clients on the other side of the pond.
In this case, it was developing a campaign for a Bikram Yoga studio in Clapham Junction, London, who wanted to run some advertising in the London Underground.
As the Underground is the stage on which some of the world’s best advertising struts and preens, I was more than a little bit excited.
The concept came swiftly, the cheeky headline pointing simultaneously to the aspirational promise of what yoga practice can make possible, as well as the undeniable fact that anyone who participates in Bikram yoga is sure to be left glistening, if not drowning, in copious pools of sweat.