Mosh and Moshy, Australian digital medical weight loss providers, have launched ‘Weight Loss Without The Judgement’ campaign.
The campaign centres the viewer in the perspective of someone on the receiving end of such unsolicited advice. Using a POV camera angle, it darts between family members, whipping into a frenzy of ‘wisdom’ over an electronic beat.
Moshy customers had reported that some of the biggest barriers to seeking medical weight loss treatments start in the home.
For anyone that has issues with their weight, a busy table is often the site of judgement, especially around food.
Mosh and Moshy, creative director, Jonathan Seidle, said: “Medical weight loss is now one of the hottest topics around every dinner table,”
“What we hear less about is how much impact our nearest and dearest can have on our ability to seek such sustainable solutions.”
Mosh and Moshy, campaign and content lead, Olivia Whitting, said: “Prickly conversations always seem acceptable when they come from family, over food,”
“While they may come from a place of love, they’re never that helpful for the person in the hot seat. It’s my mission to make us feel like that safe space for anyone sitting there right now.”
The spot’s Peep Show aesthetic was brought to life by Mosh’s Yarno Rohling, who directed, produced, cast and played the protagonist’s brother. It builds on the brand studio’s in-house output, outdoor campaigns and hair loss partnership with touring metal festival, Good Things.
The campaign will rollout across BVOD, podcasts and tactical OOH on the dinner time commute. It is supported by social spots which focus on extended ‘advice’ from each family member.
Established in 2018, Mosh is and Australian online health companies, tailored towards men’s health. Launched in 2023, Moshy extended that model to women, spanning medical weight loss, prescription skincare and women’s hair loss.
CREDITS:
Creative Director: Jonathan Seidler
Director: Yarno Rohling
DOP: Tonyteni Taulaga
Art Director: Eamon Hayward
Design: Teri-Kate Osinga
Content & Campaigns Lead: Olivia Whiting
Chief Marketing Officer: Nick Holden
Head of Performance: Lee-Helena Rosolen
Media: Fourteen10
