Weight Watchers launches inspirational brand campaign ‘Awaken your Incredible’ via BMF

| | 10 Comments

Awaken Your Incredible (2).jpgWeight Watchers, Australia’s largest weight-loss organisation today debuts a new brand campaign – ‘Awaken Your Incredible’ – that sets out to make people believe in themselves again.

 

Created by BMF, ‘Awaken Your Incredible’ looks back on the personal hurdles we have already encountered in life and celebrates how we have taken on the impossible, and come out the other side.

 

Weight Watchers kicks off the inspirational campaign with a new logo, website, creative, including 60 and 30-second TVCs, and a motivational manifesto.

The campaign is based on the insight that each of us has already proven that we are stronger than we think, when we look back at how we’ve conquered life’s ups and down. It encourages consumers to draw on that strength, coupled with Weight Watchers’ support and know-how, and be incredible again through their weight loss journey.

Says Michael Burgess, Weight Watchers general manager, Marketing: “Weight Watchers is founded and built on the truth that the only lasting weight loss solution for you, comes from within you.  The core creative idea has hope and flexes the motivational muscle.

 

“‘Awaken Your Incredible’ sets out to make people believe in themselves, reminding them that they can embrace a healthier lifestyle by calling upon their fighting spirit, with Weight Watchers being the brand they turn to when they want to feel good about themselves again.”

 

The campaign will also live online at incredible.weightwatchers.com.au. Created and managed by Reactive, this destination serves to inspire people to awaken their incredible through a personalised product experience, an educational platform – The University of Incredible and an interactive film-maker tool (due to launch in February). The University of Incredible will repurpose and refresh 50 years worth of Weight Watchers tools, tips and experience to inspire and guide a new generation towards a healthier life.

 

The integrated campaign strategy was developed and led by Naked, spanning multiple channels above and below the line, including TV, direct mail, digital and PR.

 

Client: Weight Watchers

Creative: BMF

Creative Director: Justin Ruben

Creative Founder: Warren Brown

Art Director: Alex Booker

Copywriter: Philip Sicklinger

Group Account Director: Kura Tyerman

Account Director: Kayleigh Chapman

Account Manager: Emily Field

Planners: David Hartmann, Ali Tilling and Sarah Hood

Agency Producer: Jenny Lee-Archer

Managing Partner: Stephen McArdle

Director: Mark Malloy

Production Company: Exit Films

Producer: Susie Cole

EP: Corey Esse

DOP: Jeremy Rouse

Editor: Rohan Zemna @ The Butchery

Post: The Refinery

Original Music: Cornel Wilczek @ Electric Dreams

Communications Strategy: Naked

Digital: Reactive

Social Media and PR: One Green Bean

Media: OMD