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