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-Viral Video of the week, CNET, Well + Good Creativity - Editor’s Pick
AWARDS: Cannes Shortlist Cyber 2016, Best In Show ARF
Case Film
We created a 3D-printed TV filter that mutes the conversation, and your television, any time the word diet was mentioned.
And a Google Chrome extension filtered the word “diet” from the Internet.
BTS.
Made with Alex Shulhafer, Daniel Bremmer, Amy Werblin, Mel Stammer, and Axois.