Developed by Ogilvy, the campaign is part of the ‘Saúde Não Se Pesa’ movement, which raises awareness of obesity
Novo Nordisk invited actors Luana Xavier and Babu Santana to react to criticism in an awareness campaign for World Obesity Day, celebrated this Friday (4th).
Continuing the campaign “Saúde Não Se Pesa”, with the motto “the standard that matters is health”, the personalities star in a film that highlights the prejudices and stereotypes experienced by people impacted by the disease.
Created in partnership with Ogilvy Brasil, the film was recorded in the ‘react’ format, in which Babu and Luana read offensive messages regarding their weight. As a way to clarify the real conditions and needs of a person with obesity, Luana brings a testimony about part of her journey in search of the only standard that matters: health.
The actress reinforces in the film that these criticisms related to aesthetics are common, but it is important to remember that obesity is a chronic disease and needs continuous monitoring. The conversation, whose main objective is to raise people’s awareness, will be unfolded on social networks, where Babu and Luana will demystify more myths and bring useful information to combat prejudice.
In addition to the networks, Novo Nordisk will take the debate to TV, in a special agenda on the ‘Bem-Estar’ program, on Globo, and in a documentary series addressing new forms of treatments and testimonials from obesity specialists on CNN. The content was co-produced in partnership with the pay TV channel.
Datasheet:
Agency: Ogilvy Brazil
Campaign: Health Don’t Weigh It – 2022
Client: Novo Nordisk
CCO: Felix Valley
ECD: Ricardo Leme Lopes, Samir Mesquita
Creation director: Ricardo Sciammarella
Art direction: John Bogea, Mateus Maziero
Essay: Rafael Figueiredo, Dener Generoso
Head of Social/ECD: Gabriel Araujo
Social Strategist Leader: Serge Avila
Creation director: Parma Ale
Senior Social Strategist: Philip Houses
Community Manager: Vinicius Rulo
Editor: Matheus Hoffmann and Gabriel Arede
Art/Motion Director: André Queiroz, Douglas Zacharias and Vinicius Montes
Social Operations Manager: Luis Velloso
Service/Operations Director: Denise Caruso
Account Director: Priscilla Gonçalves
Attendance: Jeniffer Leana
Head of Planning: Thais Frazão
Planning director: Roberto Vianello
RTV producer: Gabriela Chineze
head of production: Juliana Henriques
Media Director: Silvia Tajiki
Media Supervisor: Aline Silva
Media Manager: Yasmim Gonçalves
Producer: Film Academy
Director: Fernando Andre
Assistant director: Fernando Haddad
Photography direction: Wilson Velasco
Attendance: Duda Marujo
Producer: Fernando Leite
Production assistant: Vitória Casadem
Production coordinator: Duda Marujo
finisher: Duda Marujo
Montador: Bruno Chiosia
Audio Producer: Carbono Sound Lab
Music Producer / Score: Zé Godoy
Sound Design: Ricardo Wey
Coordination: Esther Ferreira and Lupa Mabuze
Attendance: Gabi Takan, Amanda Ricciardi and Juliana D’Alcantara
List: Luana Xavier and Babu Santana
Customer approval: Stella Fumaggi, Ricardo Castellani and Eliene Costa
