Tackling weight loss stigma.
Australian-owned medical weight loss provider Mosh and Moshy is visualising the viewer's perspective in someone receiving unsolicited weight-loss advice in an in-house campaign.
For anyone that has issues with their weight, going back home for dinner with the family can be a stressful time. A busy table is often the site of judgement, especially around food. Everyone weighs in on everyone else’s business, from Mum to your younger cousins, and the constant opinions can feel crippling.
Using a POV camera angle, it darts between family members, whipping into a frenzy of ‘wisdom’ over a dramatic electronic beat that feels more like a horror film than comfort food.
“Medical weight loss is now one of the hottest topics around every dinner table,” said Mosh and Moshy creative director, Jonathan Seidler.
“What we hear less about is how much impact our nearest and dearest can have on our ability to seek such sustainable solutions.”
The spot’s Peep Show aesthetic was brought to life by Mosh’s in-house wunderkind Yarno Rohling, who directed, produced, cast and plays the protagonist’s brother.
“Prickly conversations always seem acceptable when they come from family, over food,” said Mosh and Moshy’s campaign and content lead, Olivia Whiting.
“While they may come from a place of love, they’re never that helpful for the person in the hot seat. It’s my mission to make us feel like that safe space for anyone sitting there right now.”
Mosh and Moshy's holistic programs, which include access to dietitians, doctors and discreet delivery are designed to ensure customers are set up for success post-treatment. They have so far treated more than 50,000 weight loss customers across Australia and New Zealand.
The campaign will be featured in BVOD, podcasts and tactical OOH on the dinner time commute, and is supported by a wave of social spots which focus on extended ‘advice’ from each family member.
“Doctors now recognise that obesity is a chronic disease, and has nothing to do with willpower, but the discourse hasn't really caught up,” said Mosh and Moshy chief medical officer, Kieran Dang.
“We hope this campaign will inspire those still getting the ‘just eat less’ chat at home.”
Credits:
Creative Director: Jonathan Seidler
Director: Yarno Rohling
DOP: Tonyteni Taulaga
Art Director: Eamon Hayward
Design: Teri-Kate Osinga
Content & Campaigns Lead: Olivia Whiting
Chief Marketing Officer: Nick Holden
Head of Performance: Lee-Helena Rosolen
Media: Fourteen10
