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  • SimplyBe


Client: JD Williams
Brand: Simply Be


On Saturday 2nd May 2015, fashion brand Simply Be launched a counter attack in response to the controversial weight loss advertising campaign from Protein World.

Adverts featuring bikini- clad, size 14 model Jocelyn Corona are emblazoned with the words ‘Every Body is Beach Body Ready’ in direct response to the Protein World version featuring a super-slim model asking passers-by ‘Are you beach body ready?”

The ads, created by integrated marketing agency, McCann Manchester, will appear at Knightsbridge station and on a roaming London ad van this Saturday as thousands of people gather in Hyde Park for the ‘Taking back the beach’ protest against Protein World’s campaign.

Ed Watson, Creative Director at Simply Be, which offers fashion up to a size 32 says, “The Protein World campaign appeared just after our own ‘beach-body’ messaging launched – but with a very different philosophy!  While the #SimplyBeKini campaign advocates merely putting your bikini on to get beach ready, the Protein World message challenged women to shed the pounds.

“Because it so literally flew in the face of our ethos of self-acceptance, we wanted to get our message out further, hence taking ad space in one of London’s busiest tube stations.”

“We have a responsibility as retailer to be representative in our advertising and that means using an array of body ideals that are achievable. While the Protein World model, Renee, is undeniably beautiful and I’m sure very healthy, it is irresponsible to project something that is largely unachievable as the ideal.”

Jocelyn Corona who features in the Simply Be ads says, “Every woman has the right to feel comfortable in their own skin. I love being able to show off my curves so it’s great to see brands like Simply Be representing real women in the UK.”

Over 50,000 people have signed a change.org petition to have the Protein World posters removed. 

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