White floaty things tell stories for Weight Watchers

Stories shared by people who’ve lost weight on the Weight Watchers program, represented by floating petal-like objects drifting into a computer, is the idea behind a campaign created by BMF.

“Weight Watchers is the original community, with members constantly discussing and sharing their success stories around how they are losing weight and living healthier lives. These two TV excutions are just the beginning of amplifying all the success that is being tweeted, blogged about and discussed in meetings,” said Dylan Taylor, BMF’s ECD.

Social media, online and print activity will run in support of the TV work.

“By providing uncensored insights into real people’s weight loss journeys, the liveable nature of the Weight Watchers program is reinforced while telling inspirational success stories,” said Michael Burgess, general manager marketing, Weight Watchers Australasia. “Weight Watchers allows you – and those around you – to have a life while you lose weight. Our members know this and discuss these topics constantly with each other, now we plan to let them tell the rest of the world in their own words.”


Creative Agency: BMF BMF
Director: Gemma Lee Gemma Lee
Production Company: Taxi Taxi
Post Production Company: Frame, Set, Match and Sound Reservoir
Media Planning and Buying: Naked Communications and OMD
Client: Weight Watchers


  1. Nathan
    25 Aug 11
    9:28 am

  2. Very nice! Well done guys.

  3. Alison_F
    25 Aug 11
    9:49 am

  4. Who actually uses the word boobies?

  5. audrey
    25 Aug 11
    6:10 pm

  6. who doesn’t use the word ‘boobies’? it’s an awesome word!

    like the ads too.

  7. Angela
    25 Aug 11
    7:11 pm

  8. I hope there are some ads that aren’t just about men’s approval of women’s bodies. Begs the question are his pecks sticking out over his gut?

  9. Sally
    26 Aug 11
    9:52 am

  10. I find these ads demeaning to women and really quite nauseating. The campaign idea itself is great of integrating stories via social media. But the ads leave much to be desired.