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.
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.