ATL Integrated Campaign Design


BACKGROUND : The task was to relaunch a tired brand that hadn't been around for 10 years and make it feel relevant for todays dieters who still wanted a quick fix for their weight management but had only known it as their mothers brand. 

As well as a new tone of voice we needed to create a new look and feel for the brand that could inspire women to feel confident and empowered.

THE IDEA : The 'Works For Me' big idea is an on-your-side partnership for woman to help them confidently kick start their weight loss. It's an empowering way for woman to talk about, feel and share their successes. SlimFast. Works For Me.

The campaign included a mass sampling programme, OOH and print advertising, as well as TV commercial.

I developed the 'Works For Me' brand and styling for the entire campaign. Creating a style guide for future work on the campaign such as TV headlines, print Ads and brand guardianship for other agency work.

I decided to create a confident typeface that could bring their new sassy tone of voice to life and would work across all their media platforms. I needed to consider how this might sit over moving image as well as stills and sit along side their packaging range. 

This fresh new style also inspired a new packaging look for their Vitality range and social channels.

Creative Director : Carole Davids
ECD : Shnoosee Bailey
 There was a 22% year-on-year sales uplift – during the campaign period for SlimFast.

There was a 22% year-on-year sales uplift – during the campaign period for SlimFast.