Juniper AU/UK Don’t Weigh In On My Weight

Damned if you do, damned if you don’t.

What started as a conversation with Digital Designer Pat Marcelo about the diet industry’s insufferable targeting of women became an OOH mockup we ran on performance marketing channels in the UK and Australia, and then into a through-the-line OOH campaign

No product. No before-and-after shots. No exhausting “New You” messaging. Just a clear, defiant statement: however you choose to lose (or not lose) weight is no one’s business.

We didn’t push a product. We pushed a belief. And in a category obsessed with transformation, we’d rather spark conversation than conversion.

Copywriting

Team: Eucalyptus