The Weight Is Over / Moshy

Born from the biblical ribs of Mosh, Moshy took on a life of its own with the rapid uptake of medical weight loss in Australia. But the brand was yet to catch up. Over a year in the making, we reimagined Moshy from the brand up, using extensive internal and customer research to inform our tone of voice, brand purpose and look and feel. Our brand platform 'The Weight Is Over' spoke directly to Australian women's frustration with the current medical system, having been dismissed out of hand for years.

A fresh illustrated look from Elin Andersson in our print, social and OOH combined with bespoke animated TVCs. These spoke to the actual issues women faced in trying to lose weight or seek treatment, which saw the brand take off and nearly eclipse its older brother. Moshy weight loss grew nearly 40% year on year, particularly among older cohorts of women tired of being placed last by the health system.

Turns out when you listen to what women really, really want, they're far more likely to listen to you.

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