Tony Ferguson ‘Meal Replacement Ad Replacement’ campaign

If you want to lose weight, good intentions are no match for junk food ads. 43% of people choose unhealthier food after seeing junk food ads. 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 - we created 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.