Creativity

Women Weigh What's Important in Their Lives in Lean Cuisine Campaign

Social Campaign Steps Away From Overt Diet Marketing

Published on Jun 30, 2015

Editor's Pick

As part of a brand overhaul, Lean Cuisine is ditching overt diet marketing and going for an emotional, documentary-style approach more reminiscent of the likes of Dove.

In this social media spot by 360i, directed by Nanette Burstein at Hungry Man, women are invited to approach a scale. But instead of weighing their bodies, the women articulate -- or "weigh" -- their personal accomplishments: for example, making the Dean's List, a long happy marriage, a bone marrow donation to their sister.

For more on the overall brand campaign, head over to AdAge.com

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About

Credits

Date
Jun 30, 2015
Agency:
360i
Chief Creative Officer:
Pierre Lipton
Client:
Lean Cuisine
Group Creative Director:
Megan Skelly
Creative Director:
Daniel Bremmer
Creative Director:
Alex Shulhafer
Copywriter:
Amy Werblin
Producer:
Steve Amato
VP, Strategist:
Brad Alperin
Senior Strategist:
Halsey Stowe
Production Company:
Hungry Man
Director:
Nanette Burstein
Editorial Company:
Final Cut
Editor:
Sonejuhi Sinha
Music:
Asche & Spencer

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