Weight Watchers was a 60 year old brand that was not only changing its name to WW, but also shifting its focus from being about weight loss to wellness. We needed an idea to shift perception from Weight Watchers, the brand for midwestern moms—to WW, the brand that works for everyone, no matter how big or small, age, race, gender, etc. The result was a truly global campaign to reflect that: WW is wellness that actually works. For every body.
We launched a huge global campaign complete with a new brand anthem, member testimonials including Oprah and Kate Hudson, OOH, digital, social… you get the drill.