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 continued to move Lean Cuisine away from diet to what really matters in the New Year. The #WeighThis Diet Filter allowed women to take control of the January diet conversion and turn it into a force for good. During one month over 3 million diet words were filtered and a $25,000 donation was made to Girls Leadership – a non-profit organization that empowers girls to create change in their world.
Press: Wall Street Journal, Adweek, Refinery29, Ad Age, CNET, Well + Good
Awards: Cannes Shortlist Cyber 2016, Best In Show ARF
- Project Roles
- Art Director
- 3D, Adobe Photoshop, Conceptual, Experiential
- 3D Printed Prototypes, Advertising, Microsites, Packaging
- Project Industries
- Packaged Goods