Lean Cuisine changed everything about the brand when they pivoted them from diet to healthy lifestyle, incorporating gluten-free, non-GMO, organic and other speciality ingredients. The #WeighThis campaign brings together real women and asks them to focus on what really matters: Their accomplishments.
Act. 1: The Film
The film puts women face to face with the scale but asks them to think about their weight differently and weigh themselves by their achievements instead.
Act 2: The Installation
The film puts women face to face with the scale but asks them to think about their weight differently and weigh themselves by their achievements instead.
Act 3: The Diet Filter
The last step in the campaign separated Lean Cuisine from diet for good with filter that removed the word from TV and the internet.
The Google Chrome Plug-in
The TV Plug-in
The Landing Page
New Photography
Recognition
