KELLOGG’S SPECIAL K ‘LOOK GOOD ON YOUR OWN TERMS’

This was the last campaign women expected from Special K. Especially since the previous campaign in the States has chastised them if they were able to ‘pinch more than an inch’. So that’s exactly why we did it. 

It was time to move on from the stereotypes that still existed for women.
A spokesperson for Kellogg said the company decided to run the controversial campaign after holding focus group sessions with young women between the ages of 18 and 26. The test groups expressed dissatisfaction with the media making women feel that they were never thin enough. They wanted to see a more well-rounded approach to health with an emphasis on feeling good about one's weight. 

The campaign gained national recognition, running in Canada and the United States. It was one of the first campaigns globally that gave women the right to question the status quo and make them feel empowered to do things ‘on their terms’.
 

IMPACT
2 bronze lions at Cannes
Gold and Silver Campaign at the Marketing Awards
Marketing Hall of Fame Ad