Weight Watcher’s: Men’s Digital
Men think fitness, not nutrition, is the key to getting in shape. So how do we help men realize that they can’t out-exercise a bad diet?
To get men on board with WW, we spoke speak to them the way a gym would.
By drawing inspiration from the fitness industry, we reached men with terms and visuals they’re already familiar with, but we subvert their idea of fitness with an unexpected truth— getting fit is 80% what you eat and 20% how you exercise.
Social
A modular system
Role: Art Director
Copywriter: Chiyeung Lau
Creative Director: Jane Cronk