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Lean Cuisine: #WeighThis Diet Filter

The #WeighThis campaign pivoted Lean Cuisine from an '80s diet brand to a health-focused brand that celebrates the greatness in women. Building on the success of the launch video and live installation in Grand Central, we encouraged women to take control of the January diet conversation with the #WeighThis Diet Filter. The Google Chrome extension and TV filter prototypes allowed women to literally mute the word "diet" and turn it into a force for good, with over 3 million diet words filtered and a donation made to the non-profit organization Girls Leadership. Press/Awards: Cannes Shortlist Cyber, ARF Grand Ogilvy Award, WSJ, Adweek, Refinery29, Ad Age, CNET, Well + Good

Project Roles
Lean Cuisine
Conceptual, Content, Copywriting, Digital, Digital Tech, Interactive, Technology
Advertising, Brand Films, Commercials - Video, Products - Digital, Products - Physical, Prototypes, Web Apps, Websites
Project Industries
Packaged Goods
Lean Cuisine: #WeighThis Diet Filter
Lean Cuisine: #WeighThis Diet Filter
Lean Cuisine: #WeighThis Diet Filter
Lean Cuisine: #WeighThis Diet Filter