CLIENT
28 by Sam Wood
Sam Wood, Founder
David Jackson, CEO
Tim Bigarelli, COO
Matthew Morgan, Marketing Lead
Keira Rae, Social Media Lead
AGENCY
Rod Mooseek, Group Account Director
Tom Ward, Chief Strategy Officer
Lucy Cochran, Director of Brand Strategy
George Groves, Connections Strategist
Emma Borland, Copywriter
Lucy Downs, Art Director
Ellena Mills, Designer
Celia Karl, Executive Digital Producer
Chris Lee, Digital Producer
Edwina McGregor, User Experience Designer
John Corpuz, Head of Connections Strategy
Monique Gerada, Connections Executive
SUMMARY
Losing weight isn’t easy – there’s no magical pill for perfect health, and no superfood to make the kilograms
simply fall off. It also doesn’t help that the fitness industry seems fixated on perfection; nothing but
‘DISCIPLINE!’, ‘FOCUS!’, and ‘SACRIFICE!’ will do.
Introducing 28 by Sam Wood, an online fitness program that understood keeping fit is about more than how
you look on the outside. Ironically, it took someone from ‘The Bachelor’ to stop being so image focused
within the category, and start being health focused. By harnessing the power of empathy, this campaign
more than met all objectives.
