Tony Ferguson ‘Meal Replacement Ad Replacement’ campaign

If you want to lose weight, good intentions can’t match junk food ads. 43% of people choose unhealthier food after seeing them. So we short-circuited the problem by replacing junk food ads, with meal replacement ads. AI was the perfect tool to copy other junk food ads to create 12 ads of our own for brekky, lunch and dinner. So these 100% AI-made Tony Ferguson meal replacement ads looked exactly like junk food ads. Right up until they didn’t.

What: Double digit sales increase, while category down.
Where: Campaign included film, OOH, print and POS.
What role: Creative Director & Copywriter.
Winner: AWARD award.