New Atkins, the diet brand, is launching a series of short animations explaining the science behind the programme in a simple way.
The 3.5 minute short animation, devised by 23red is made up of four chapters and launches on atkins.com in a number of countries, including the UK, Australia and the Netherlands. The initiative will run on YouTube and on all local Atkins websites.
23red worked alongside illustrator Sim Marriot to develop the animation series, which features the two central characters: Bob and Anne.
As the story unfolds, Bob and Anne demonstrate how processed foods are affecting our bodies, explain the scientific research behind the diet, and reveal the variety of foods and snacks that are available with New Atkins.
Each chapter leads towards and supports the “truly satisfying weight loss” positioning and end line.
New Atkins international marketing director Vincent Huinck said: “The New Atkins diet is easier than ever to follow, and this series of animations perfectly embodies and communicates this to our audience. Most diets are about deprivation, but New Atkins is about helping people understand their bodies and lead a healthier, happier way of life.”
23red creative director Sean Kinmont added: “The animation is based on recent research which showed there are still misconceptions surrounding New Atkins; that consumers were interested in the diet but wanted to know more; and that the science of the diet can be difficult to understand. The animation has been created as a simple way of helping people understand the Atkins diet, while dispelling any misconceptions.”
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