360 CAMPAIGN
Novo Nordisk Truth About Weight
Despite their harm, weight-related comments remain socially acceptable across media and daily life, fueling stigma, damaging mental health, and preventing individuals from seeking help. In partnership with Queen Latifah, we launched two 360 campaigns, 'Letters' and 'Words from the Heart,' dedicated to raising awareness about obesity stigma. Assets included 2 hero films, social media cutdowns, and banner ads.
In the first part of the campaign, we released a film featuring Queen Latifah penning a letter from the heart, urging people to take obesity seriously and raising awareness about the dangers and health complications related to obesity.
Truth About Weight | Letters
Hero Video
Social Media Reels
Programmatic Banners
In the second part of the campaign, we released a powerful film featuring people reading real comments they’d received, exposing their harm. Influencers turned off comments for a day to highlight online abuse. Queen Latifah petitioned Hollywood to drop weight‑based jokes and revealed scripts that reduced her to her size. The campaign sparked a cultural reckoning, shifting the conversation from judgment to understanding.
Truth About Weight | Words
Hero Video
Social Media Reels
Programmatic Banners
Creative Direction: Dave Holman
Art Direction: Hannah Quick, Breanna Jacobs
Motion and Graphic Design: Zoe Durham, Armando Rodriguez
Video Editors: Zoe Durham, Cameron Mare
Production: Joey Daguio