360i + Lean Cuisine
An opportunity with many thanks to 360i. An emotionally resonant campaign. An empowering art installation. A placement in one of the world's foremost train stations. An awesome experience for commuters and press alike.
How do you bring a digital campaign to life and hit busy commuters in Grand Central with both an emotional and brand story?
The Lean Cuisine ongoing #WeighThis campaign flipped the normal female body image perspective on its head by looking at what else we can weigh aside from weight.
Working with artist Annica Lydenberg, we set up a gallery of scales, but instead of measuring weight, women wrote the things that they wanted to weigh. From going back to college to raising their children, the contributions were as varied as they were touching.