Ayur Ayurvedic Campaign
Ayur is the future and prevention is the cure
Ayur is a multi-sensory counter culture campaign created by imaginary company CAMO (Complementary Alternative Medicine Organisation) that challenges and ultimately changes people views on Ayurveda. This is done by putting it into all levels of education and creating a gorilla like campaign forcing people to interact in a location they visit frequently. Ayur creates a long-lasting impact that will resonate with the user long after it has finished.
Ayurveda is a natural medicine which originated more than 3000 years ago in India. It’s all about regaining a balance between the mind, body, spirit and environment. They say that disease is a result of imbalance and stress in someone’s consciousness. The steps include an internal purification process, special diet, herbal remedies, therapy, yoga, massage and meditation. There are 3 different health types used to distinguish how people should sleep, eat, exercise, and their emotional strengths and weaknesses called a Dosha. The 3 doshas are Vata, Kapha and Pitta.
Ayurveda will be presented to the audience in ways they can't avoid: in schools and supermarkets. Ayur will target children as well as adults. However, it can be difficult to change adults views. The best way to combat this is to create behavioural change among young children/young adults by teaching it in schools. This will then provide change for the future generation as well as impact the previous ones who witness change among the youth.
A major partner for Ayur is Woolworths. This global supermarket company market themselves as the 'fresh food people' so they would be a great brand to work with as they share similar beliefs. They've done collaborations and campaigns surrounding children’s health and schools. Ayur would be great for Woolworths as they would be the first big supermarket to incorporate Ayurveda. Woolworths will have stands in every supermarket across NSW for each dosha. Specific products that Woolworths sells will be separated into each dosha. Ancillary products will also be available to purchase and there will be recipe cards for each dosha. They will go into detail about what each dosha should eat and avoid as well as different recipes for all meals of the day. There will also be a book which has many more recipes and goes into detail about Ayurveda as a whole.
There’s an Ayur app which will feature a full Ayurvedic plan, as well as a paid subscription fee every month and some free features. The free version includes a basic quiz to discover your overall dosha, 3 recipes, 3 workouts and 2 meditation sessions. The paid version includes a more in-depth quiz and mini quizzes so the user can discover what their dosha is in each area as it can be different to their overall one. It will include full access to constantly updated recipes, workouts, yoga, meditation, skincare, haircare, sleep schedules, activities, and ways to deal with emotions. There will also be a section to chat and connect with Ayurvedic teachers and specialists. The app will be promoted in Woolworth’s and universities, and used in high schools.
I came up with the concept and strategy for this campaign, including the graphic design, layout, app design etc. I then chose to incorporate some illustrations created by artists Ana Zaja Petra and Alice Pattullo. Ana creates patterns and shapes by using actual vegetables as a printing tool which adds a beautiful natural element to the event. This project showcases my ability to work with other creatives’ work and use it as a supporting piece.
