Unilever

Vedayush – a new ayurvedic beauty and wellbeing brand (by Unilever), bringing the benefits of the 5,000 year old practice of Ayurveda to 21st century britons. Ayurveda is one of the world's oldest holistic approaches to health and beauty. It was developed more than 3,000 years ago in India and is based on the belief that health and wellness depend on a delicate balance between the mind, body, and spirit, as well as the elements water, air, fire, earth and ether. 

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ASK:

To launch the brand and encourage product trials with an abc1 audience attending the Wilderness festival – a four-day, boutique , multi-arts festival in Oxfordshire. We want to get people at the festival talking about Ayurveda and Vedayush, visiting and following our ig page and tagging us in social posts. We need to get them hooked on the idea of Ayurveda to get them to walk into our pop up. What is it? How can i apply it to my everyday life? What is my dosha?

INSIGHT: 

Festivals are full of shows but rarely any meaningful audience participation.

 

WHAT IF:

What if Vedayush would create a space where visitors are invited as participants rather than just spectators?

IDEA:

To get festival goers to interact and share content with our brand, Vedayush launches an instagrammable pop-up tent with challenges and activities that achieve balance between mind, body and soul.