Maxitone
The Body You Deserve

We developed a print and outdoor campaign to drive understanding and sales of Maxitone. Protein was still considered by many women to be high in calories (the ‘enemy’ established by the likes of Weight Watchers).  We needed to engage and educate women in the importance of protein in muscle toning and ultimately losing weight by reducing the cravings for ‘naughty foods’.  Our idea was to dramatically demonstrate how Maxitone makes you want to kick out bad foods… literally.