LEAN CUISINE: WEIGH THIS
LOCATION: GRAND CENTRAL STATION | CLIENT: LEAN CUISINE | AGENCIES: MRY, MAGNETIC COLLABORATIVE
As a sequel to a very touching campaign Lean Cuisine wanted to create another video supporting the power to resist the stigma and fear of the scale.
We created hundreds of hand painted scales based on quotes from participants. The scales which acted as signs and over the course of two days were hung along with live painted scales from participants. This project involved permitting, construction, filmmaking, live activation and all sourcing.
The viral video created during the experience was widely shared and experienced by thousands passing through Grand Central Station.