eat special. feel special.
instead of special k asking women how much weight they wanted to lose, we decided to ask women what positive feelings they wanted to gain. The reaction was overwhelming. this campaign generated more than 75 million impressions and sales grew 2.8%, overturning a 15-month downward sales spiral.
art: pippa white | director: nez
a fresh start.
A different approach with the same insight- spring is the best time of year to make a new start by focusing on what you have to gain, not lose.
art: pippa white | director: yael staav