Losing weight is as hard for men as it is for women. And for some reason men don't like asking for help (say what?!). Weight Watchers wanted to change that. What came out of it was Lose Like A Man, a campaign starring a man who is able to eat his balls AND lose weight.
This was the first 360 campaign I ever helped create in my professional career and saw it air Christmas Day at a dive bar in my home town - not a bad way to kick things off.