It’s a best-selling book that helped transform millions of lives and a global fitness challenge. The cornerstone on which EAS was built is a simple, yet powerful message: you have to be ready mentally to make a change; and with the combination of exercise and eating right, you can achieve remarkable results. When EAS decided to launch a line of nutrition products to help existing and new followers achieve their goals, they needed a campaign that would promote more than a new line of products: it needed to promote a new way of looking at life. We developed the strategy “Don’t Diet. Liveit!” and then invited the masses to start living it.