BMF is to unveil its 2014 New Year campaign for client Weight Watchers. The creative utilises the slogan “Awaken Your Incredible,” supported by a new logo, website, TV spots and a “motivational manifesto”.
Michael Burgess, Weight Watchers general manager, marketing said: "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.”
He added: "'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 online execution has been designed by Reactive, featuring an interactive film-maker tool due to launch in February.
The execution, developed by Naked, rolls out across TV, direct mail, digital and PR channels.