Our Slimfast campaign speaks to women who want to lose 20lb/10kg or less, trying to slim down because they believe that looking fabulous will give them the confidence to get what they really want — be it a shorter hemline, a tighter pair of jeans, or a wild night out. Our radio introduces the Slimfast 14-day Effect, narrating the positive change in confidence Slimfast can have on women in an edgy way. Undeniably provocative, our radio is a refreshing departure from the norm, speaking to the real desires of women and pursuing traditionally taboo subjects in a tasteful way.

The “Get What You Really Want” campaign targets women who are trying to slim down because they believe that looking and feeling fabulous will help them get what they really want — aiming to communicate the virtues of increased confidence due to quick and easy weight loss. The “Man Wrapped Around Your Finger” Ring perfectly builds on this campaign. A simple but strong symbol, "The Man Wrapped Around Your Finger" ring effectively demonstrates the effect Slimfast has on slimmers, and does it uniquely with the sass and attitude appropriate to the brand and to the campaign.

Keeping this a simple and low budget project, we selected slimmers, designed and executed the ring, and organized the delivery method ourselves. Appropriate to the name of the program, our selected slimmers were surprised and delighted, sharing their gifts across their social media networks, and engaging with Slimfast. By sending a physical gift, Slimfast was able to gain social currency online across a broad base of consumers.