JENNY CRAIG - Jenny30

The Ask: Create buzz around Jenny Craig by creating a new, compelling selling point and announcing it during New Year’s resolution season.

The Idea: Jenny Craig gives members everything they need to reach their weight loss goal: set menus, food delivery, and personal coaches for motivation. So we created an all-inclusive 30-day weight loss program that helps members make progress in just one month. This showed resolutioners that Jenny is a sustainable program that can help them make continued progress.

The videos we use are of real members. Every year, we find our favorite Jenny Craig “success stories” and bring them out to California for a week-long shoot. This year, we swapped the traditional direct-to-camera interview style for a more vibrant and relaxed look and feel. Script-writing for Jenny Craig involves taking hours of audio and video putting them together to create a cohesive story.

Team

Creative Director: Ashley Rutstein

Account Manager: Alana Hager-Johnson

Copywriter: Emma Bryant

Art Director: Kent Ervin

Videographer: Jonas Mayabb