I helped pitch and win the Weight Watchers account my first year at Quigley-Simpson. Of all the campaigns we developed over the years, this was one of my favorites, because it truly tapped into something meaningful for the launch of their new Freestyle program. 

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When people think about diets and weight loss, there's a sense of restriction: don't eat that, no desserts, you can't eat what you love. With Weight Watchers, though, nothing is off the table. Their new program was even more freeing with easier point plans and the freedom to go out and live the life you want—no limiting boxed foods, no restrictions. Weight Watchers wanted to tap into the changing wellness landscape and offer a more holistic solution to weight loss that felt more authentic, more real. Our campaign gave real people—including Oprah!—a way to fill in the blank with all the things they love and were free to do with this new plan. The campaign was flexible enough to wrap both personal statements and brand proof points, and played well across all media, but especially social, where we challenged people to fill in their own aspirations. Across our digital placements we used dynamic creative optimization to deliver personalized messaging for different targets: lapsed members, never members, moms, brides, and skeptics.