Fred & Farid Paris breaks with tradition and shifts the Weight Watchers communication style in this new campaign that not only contemporizes the brand but exposes excessive eating habits and the dangers of fad diets. In France there are a lot of misconceptions about Weight Watchers; it’s seen as a cold, outdated and restrictive American company. This campaign required a complete reprogramming, modernizing and repositioning of the brand.

The visual and aesthetic impact of the print ads denounce excessive eating habits, in which many people find themselves trapped, and the lost foundation of a balanced diet. To bring glamor and energy to the images, and the message, Weight Watchers and Fred & Farid collaborated with Rankin, celebrity photographer and co-founder of Dazed & Confused magazine. The campaign (which includes this TV spot) has been running in France since the beginning of January.