Many people living with excess weight know that there is a healthier, more energetic person lying underneath, burdened by the weight. Successful weight loss helps you shed that burden, revealing the real you. We gave this campaign a fun, lighthearted feel that tells the story of an orange that has “discovered a healthier slice of life.”
On the cover, the orange looks in the mirror and sees the healthier slice of herself that lies underneath her excess weight. On the inside, we see her steady progression of successful weight loss. We see her posture perk up as she progressively reveals the healthier, more active slice of her former self.