Profiles & Work of Professional Motion Picture Production and Post Talent

Lucy Activewear “Childspose”

Category: Commercials
Client, lucy, Agency, Mono, Director, Elizabeth Banks
Profile: Elizabeth Banks
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lucy®, a performance apparel company for active women, has teamed up with creative agency mono and actress Elizabeth Banks to introduce a playful social media campaign designed to bring a little humor to the holiday season, a time of year often associated with stress. The campaign, created by mono, plays off the widely known yoga position called child's pose, which is associated with physical and psychological relaxation, and depicts it as a rational (and humorous) response to every holiday stress trigger.The centerpiece of the campaign is a short film directed by actress Elizabeth Banks and produced by mono in collaboration with Camaraderies Films in Los Angeles. The film features a series of difficult situations that every woman can relate to and resolves with the main characters relaxing into child's poses right where they are. lucy and mono extended the campaign's reach through the hashtag #ChildsPose and a number of social assets, including shareable gifs and posters.