For Every Robbie

For Every Robbie

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WW. For Every Robbie. What if world-class wellness could be for everyone?

AGENCY: EDELMAN DEPORTIVO LONDON Weight Watcher were rebranding to become WW - shifting their brand from weight loss to wellness. Our task was to activate around the rebrand with their ‘brand ambassador’ Robbie Williams.

Making wellness accessible and inclusive with a global superstar isn’t exactly a recipe for success we thought, besides there must be thousands of Robbie Williams-es out there. Why this one? Why can’t wellness be For Every Robbie? And so the story was born.

And here’s the mad, mad trajectory it took when Robbie Williams met Robbie Williams met Robbie Williams met (I could go on) and how they found a path to wellness through one of the chap’s music.

Content warning: Some of these tunes will really stick in your ear. I didn’t write them. You’ve been warned.