G​CD AD: Jules Evenson | GCD CW: Michael Greenberg | ECD: Craig Cimmino | PROD: Shane Smith | AGENCY: dentsu​ | PRODUCTION: JOJX  | DIR: Michael McCourt  | EDIT: Matt Posey  | VFX: PS260

Shelf talker

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Social included video and static images featuring WW's stance on losing weight AND loving yourself every step of the way.

Table Tent featuring popular drinks and their corresponding WW points number.

Gen Z and Millennials don't have warm feelings about the diet industry. Yet, nearly 75% of U.S. adults are either overweight or obese. WeightWatchers needed a message that focused on the journey, not the destination.

Our goal was to create a campaign that separates us from toxic diet culture while unapologetically offering weight loss to those who want it.

WEIGHTWATCHERS IS NOT FOR EVERYONE. BUT FOR THOSE WHO WANT TO LOSE WEIGHT, WW IS THE SCIENTIFICALLY-PROVEN, DOCTOR-BACKED CHOICE.