"McDonald's - I'm lovin it"
"Pizza Hut - Make it Great"
"Coca-Cola - Taste de Feeling"
"Nike - Just do it"
"Dunkin' Donuts - One taste and you'll understand"
The goal of this campaign, developed for the Ministry of Health in Saudi Arabia, is to get Saudis back on track with good eating and exercise habits. There's a big problem in Saudi Arabia regarding obesity and diabetes among children and adults, mainly due to the junk food movement that is defining the new eating routines of the Saudis.
So, we decided to create a movement ourselves - the Healthy Saudi Movement - which shows people healthy alternatives to the main and most well-known international fast food chains in Saudi Arabia, using their signature and look&feel but replacing their products for healthy options - the new products are visually akin to the original ones, resembling ingredients and visuals from the brands themselves.
Because changes are urgently needed - "Changes don't kill, bad habits do".
