Just in time for full-body scans at Canadian airports, W Network is urging women to feel better about their bodies in a Toronto- and Vancouver-focused media campaign in support of its new show, How to Look Good Naked Canada.
The reality show, a Canadian spinoff of the UK original, debuted last night and features ‘real’ Canadian women getting full-body, non-cosmetic-surgery-enhanced makeovers to help improve their self-esteem.
The media campaign, with buying handled by ZenithOptimedia and creative handled by Toronto’s Zig, launched this week and will last throughout the month. It includes on-air promo through W Network, radio spots via Corus properties, online and OOH, which includes transit shelter ads and a Zoom Media ad network buy in Toronto and Vancouver.
The print creative behind the campaign features funny fruit-body comparisons, while another execution urges women not to go naked in public just because they feel ‘fabulous.’ The radio ads feature spots with a rhyming chant about ‘Mary,’ who thinks her body is ‘scary.’
In other Corus television news, the kid-oriented Treehouse channel will debut two new series’ next month, both with sponsorship opportunities still available. A UK/Canada collaboration between Corus’s Nelvana and UK-based Guess with Jess Limited, Guess with Jess (52 x 10 min) features a curious kitten who likes to explore the world around him and asks viewers to help him via a website. It debuts Monday, Feb. 22 at 6 p.m. ET.
The second, The WotWots, is an ABC series (52 x 10 min) featuring aliens who come to explore Earth and land in a local zoo. It premiers Feb. 22 at 6:15 p.m.
Treehouse is seen in over eight million homes across Canada.
