WIN THE PITCH; GROW THE BUSINESS; DIGITAL/SOCIAL

WEIGHT WATCHERS

I led the Weight Watchers pitch team and have been the creative lead on the account ever since. Over the past three years, we've more than doubled our scope of work and helped the brand with two successful program launches. (Mostly, as I've been told, because of my partner and me.)

Here’s a quick overview of the work and results:

HAVE IT ALL CAMPAIGN
This campaign centered around a universal insight: we all want to have it all, especially when it comes to weight loss. We don’t want to choose between a snack OR a dessert, between a glass of wine on date night OR a cocktail with the girls. Enter Weight Watchers’ winter campaign, which told consumers to eighty-six the ORs and embrace the AND (rather, the &). Because I love typography, I’d had my eye on the brand font, Wanderlust’s, ampersand for quite awhile. This campaign very thoughtfully made use of it. The idea of not having to choose has made its way into the Weight Watchers brand lexicon, and even Oprah incorporated the tag line into her very visible TV spot that year.

WW Freestyle Launch:
When WW launched the new Freestyle program, it was big news. BIG. The Fill In campaign used a blank line to show everyone just how much freedom the new program could give them.