The Yoshinkan Aikido Campaign Advocates Martial Arts for Everyday Protection
Meghan Young — June 12, 2014 — Marketing
The Yoshinkan Aikido ad campaign sends a powerful message to women about their need to know how to protect themselves on a daily basis. Although a person can walk around the world twice before encountering a life-threatening situation that could be avoided with a knowledge of hand-to-hand combat, it only takes one attack to permanently scar a woman emotionally and physically.
Conceived and executed by the DDB ad agency branch based in Kuala Lumpur, Malaysia, the Yoshinkan Aikido ad campaign reads,
"Turn his energy into yours." The ad agency writes, "We wanted to show women that Aikido can be learnt easily and didn't require much strength to master." Art directed by Yew Pong Hor and Tan Yee Kiang, the dramatic images were shot by the Chubcheevit Studio.
Conceived and executed by the DDB ad agency branch based in Kuala Lumpur, Malaysia, the Yoshinkan Aikido ad campaign reads,
"Turn his energy into yours." The ad agency writes, "We wanted to show women that Aikido can be learnt easily and didn't require much strength to master." Art directed by Yew Pong Hor and Tan Yee Kiang, the dramatic images were shot by the Chubcheevit Studio.
Trend Themes
1. Self-defense Training for Women - There is an opportunity for martial arts and self-defense training programs to target women and promote everyday protection against physical attacks.
2. Empowering Women Through Martial Arts - Martial arts can be marketed to women as a means of empowerment and self-confidence, creating an opportunity for growth in the fitness and wellness industry.
3. Changing the Representation of Women in Martial Arts - There is an opportunity to promote diversity in martial arts and challenge the traditional male-dominated perception of the industry, paving the way for more women to participate.
Industry Implications
1. Martial Arts - The martial arts industry can create innovative programs, products, and marketing strategies targeting women to expand their customer base.
2. Fitness and Wellness - This campaign can inspire fitness and wellness companies to explore programs that incorporate martial arts and self-defense training for women.
3. Advertising and Marketing - This campaign can inspire advertising and marketing agencies to shift their approach to promoting products, services, and campaigns that cater to women's empowerment and protection.
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