Novo Nordisk has unveiled The Live Lighter Collection™, a campaign that turns the clothes people set aside after significant weight loss into a celebration of how far they’ve come.
Created by Saatchi & Saatchi Health under the brand’s Live Lighter™ platform, and developed in partnership with influencer and designer Lama Jouni, the work explores a simple human truth: when people lose weight, they often leave behind the clothes that no longer fit, but never the stories attached to them.
The insight came from an everyday observation: the garments people stop wearing after a transformation are rarely just clothes; they hold memories, milestones, relationships and chapters of a life.
Rather than treating weight loss as a “new body, new wardrobe” moment, the campaign asks a more emotional question: what if transformation didn’t mean leaving the past behind?
To answer it, participants brought in a single meaningful outfit from their pre-weight-loss wardrobe, pieces tied to family moments and personal history they hadn’t wanted to part with. Lama Jouni then retailored each one to reflect who the wearer is today.
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Rima Jammal, Head of Marketing, Novo Nordisk Gulf, said, “Partnering with Lama Jouni for our new “Live Lighter” brand platform felt instinctive. She understands transformation as something deeply personal, expressed in how we choose to show up in the world. Together we wanted to honor that journey, not just the number on a scale, but the confidence, the self-expression, and the new relationship people build with themselves along the way.”
Lama Jouni, designer, added, “A body that has changed moves and carries itself differently. My job wasn’t to make these clothes smaller, but to make them belong to who each person is now, while keeping every detail that made the piece matter in the first place.”
The campaign film follows the full arc, the participants and their chosen garments, the conversations about why those pieces mattered, the body transformation stories, Lama’s design process and the final reveal of the retailored outfits.
Throughout, the platform encourages people to begin their own journey toward a healthier weight, while reminding them to consult their doctor for lasting change.
What sets the craft apart is that the tailoring went far beyond resizing. The collection studied the often-overlooked nuances of body transformation, how significant weight loss changes posture, movement, silhouette, body language and the way a person physically occupies space.
Bruno Barbosa, Senior Creative Director, Saatchi & Saatchi Health, said, “We wanted to talk about weight transformation without the clichés. The clothes people hold onto carry their whole story, so instead of asking them to let go, we retailored those pieces to fit the person they’ve become. The conversation became about honouring the journey, not erasing it”.
As confidence grows, people stand differently, move less defensively and engage with their surroundings in new ways. Those observations informed a series of micro design decisions: reshaping collars, recalibrating sleeves, softening structure and adjusting garment balance, each one preserving the emotional memory of the piece while creating a fit that reflects a new relationship between the wearer and the garment.
CREDITS:
Client: Novo Nordisk Gulf
Head of Marketing: Rima Jammal
Junior Brand Manager: Riccardo Molinari
Digital Marketing Manager: Mohamed Adel Othman
Creative Agency: Saatchi & Saatchi Health
Chief Executive Officer: Ramzi Sleiman
Chief Creative Officer: Sebastien Boutebel
Head of Saatchi & Saatchi Health: Noyala Rajakumar
Senior Creative Director: Bruno Barbosa
Creative Director: Prajakta Amladi
Art Director: Warsha Jamnadas
Art Director: Gabriel Iatchuk
Copywriter: Paul Targett
Associate Business Director – Strategy & Insights: Hanz Valbuena
Associate Business Director: George Khayat
Senior Manager: Sandhya Chatlani
Senior Manager: Safa Abou Diab
Senior Executive: Yara Kobeissi
Production Lead & Support: EM PRODS
