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Working out with Pure passion

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Pure has launched “This is Pure” brand campaign with riveting sound "Ahhh" and "Grrr" along with visuals across various social media platforms, MTR, cinemas, print and outdoor advertising.“With ‘This is Pure’ we’ve tried to capture the emotion that many people feel when they come to Pure,” says Gary Wise, regional marketing director of the Pure Group.“For yoga, it’s the deep breath of “Ahhh” during and after a great class. For fitness, it’s the passionate “Grrr” of raw energy during a workout,” he added.[embed]https://youtu.be/oc6u8TQv3Lw[/embed]The campaign has engaged its teachers and instructors, personal trainers and boxing coaches from Pure Yoga and Pure Fitness.They immersed themselves in the spiralling intensity of what they love, like yoga, dancing, cycling, weight-lifting, gymnastics, boxing, running, jumping, stretching, and meditating.[gallery link="file" columns="2" ids="133639,133640,133641,133642"]Wise said, “We recorded them in situations where they genuinely felt the fatigue, the pain, the release, the emotion - so that their sounds and facial expressions were instinctive, natural and true”.The new branding campaign kicks off in April on its official campaign website ahhhgrrr.com, and via pure-yoga.com, pure-fitness.com, cinemas, video walls, MTR, print and outdoor advertising, and social media channels including YouTube, Facebook, Instagram, WeChat, etc.The campaign launches in Hong Kong, Shanghai, Singapore and Taipei.

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