The answer to obesity has always been easy in the eyes of the non-obese – “eat less”. Digital health provider, Numan, has stepped in to embed the idea that there’s more to tackling obesity than a simple story about willpower. And Numan’s in-house creative team has recruited director, Steve Ayson, to make the campaign’s Buffet Boy – and Numan’s weight management program (that includes its obesity pill, Orlistat) – famous.

Buffet Boy, a calorie-laden tempter, is a metaphor for the environmental and behavioural challenges that people face when trying to lose weight. If “Not today, Buffet Boy” enters popular culture, the campaign will have done its job well.

The full UK campaign covers TV, BVOD, OOH, paid social, radio, podcasts, PR and digital marketing.

Credits
Client: Numan
Creative: Numan Studios
Senior Creatives: Sam Hughes & Michaela Pannese
Brand Director: James Kennedy
Senior Brand Lead: Hazal Karabulut
Senior Producer: Amos Iskin
Senior Post Producer : Pranav Arya
Design Director: Tom Myers
Designer: Emily Chin

Production Company (MJZ)
Director: Steve Ayson
Producer: Alicia Richards
Director of Photography: Monika Lenczewska
1st Assistant director: Shakir Hafoudh
Production Manager: Daniel Gay
Production Designer: Jiri Matura
Costume Designer: Dagmar Stefflova

Editing: Quarry
Editor: Ben Campbell
Post Producer: Dilia Knobel
Grade: Emiliano Serantoni

Sound Design: Wave + String and Tins
VFX: UPP
Music Composition: Thirty Two Music