The Truth About Weight is that...
Novo wanted to attract people living with obesity to their patient website The Truth About Weight.
We created a concept around the notion, that what you really want as a person living with obesity, is to focus on the things that give your life true meaning. So our communication evolved around people engaging in hobbies and activities.
The creative assets formed the base of an always-on campaign when the intent of driving sign-ups to the newsletter.
Concept development · Copywriting · Art direction / Courtesy of Kubbco
