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