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This summer, Novo Nordisk is opening up the conversation of transformation, identity, and confidence in the new Live Lighter™ campaign, under the platform “This summer, start lighter”. Designed in collaboration with internationally acclaimed Lebanese fashion designer Lama Jouni, the campaign uses fashion as a creative medium to explore themes of personal evolution and self-expression.
The campaign is rooted in the idea of how, following a meaningful lifestyle change, people’s wardrobes transform as well, and old clothes that hold precious stories and aspirations are simply left behind. Instead of simply replacing their wardrobe, participants in the Live Lighter™ campaign were each invited to choose a piece of clothing from their old wardrobe, one that holds sentimental value. Then, under the creative direction of Lama Jouni, each piece was redesigned to connect every participant to an earlier version of themselves, and to celebrate who they are today.
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.”
At the heart of the campaign are real individuals, each navigating their own weight loss journey. Through open conversations, introspective fitting sessions, and creative collaboration, participants were able to revisit cherished memories, reflect on important milestones, and muse over the future. In the end, each garment was reworked into a version fit for their present, confident identities, guided by the sum of experiences that shaped them into who they are today.
Through the Live Lighter™ campaign, Novo Nordisk aims to convey that transformation does not happen by relinquishing the past, but by building upon it. This aligns with the company’s commitment to promoting wellbeing and supporting people in taking control of their weight management. Through fashion and storytelling, the campaign is shifting the narrative, reframing personal evolution not as an end goal, but as an evolving expression of identity, and a culmination of meaningful experiences.