Weight Watchers reinvents itself with BMF

7 January 2016

Creative Agency: BMF
Media Agency: OMD Sydney

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Weight Watchers launches a new campaign that takes the taboo out of weight loss, and it's even a little bit sexy.

The campaign invites everyone to 'live bigger', relaunching its brand and program to highlight that losing weight doesn't just make you smaller, but it gives you the confidence to be bigger in life.

The one-minute clip features women of all ages eating, exercising, enjoying their life and even getting frisky with some hot men.

WW managing director Paul Schiffner says the business knew they needed to update as a brand to help people re-engage.

BMF executive creative director Cam Blackley, says: “For WW to say 'live bigger' is a refreshing point of view for any brand associated with weight loss.”

With WW US recently announcing Oprah as its celebrity spokesperson again, it's good to see a WW Australia and BMF thinking outside the box, or brand, we should say.

The integrated campaign launches in Australia and New Zealand this month and includes TVC, online film, cinema, press, digital, social, direct and PR.

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