Special K What Will You Gain

Kellogg’s and Leo Burnett have won a North American Gold Effie award for “Special K What Will You Gain?”, an inspirational integrated advertising campaign centred on specialk.com/Promotions/WWYG. Special K set out to drive sales during the most critical time of year, the New Year. In order to contend with credible weight loss brands, Special K had to do something break through to defeat the New Year weight management clutter. Special K used this opportunity to turn weight loss conventions on its head. Re-framing the weight loss conversation from deprivation to inspiration, Special K showed women everywhere that it’s not about what you have to lose, it’s about all you have to gain. The integrated campaign included events, social media, online messages and videos, television, print and out of home advertising.

Special K What Will You Gain - Wall

“Scales” focuses on the Special K Challenge and stresses the tagline, “What Will You Gain When You Lose?” With the ultimate goal of changing the conversation on weight loss, “Scales” aims to inspire women to participate by using visuals of women celebrating after seeing their results on the scale. The spot opens with shots of individual pairs of feet nervously preparing to step onto their respective scales before hesitantly doing so. As the numbers waver on the scale, they settle on, not a number, but positive, uplifting words such as “joy.” “drive,” “pride” and “laughter.”T he faces of the women then appear for the first time as they excitedly rejoice after receiving inspiration. Click on the image below to play the video.

Special K What Will You Gain - Spirit

Special K What Will You Gain - Courage

Special K What Will You Gain Site?


The What Will You Gain campaign was developed at Leo Burnett, Chicago, and Arc Worldwide by creative director Mylene Pollock, copywriter Julie Karnes, art director Katharine Walker, account supervisor Stephanie Solley Vaky, account directors Julie Howe and Jason Kim, account supervisor Shelley Willems, working with Kellogg’s marketing director Jesper Lund-Jacobsen, senior marketing director Yuvraj Arora, senior brand manager Hector Briones, executive producer Tony Wallace

Media was handled at Starcom. PR was by Ketchum.

Filming for “Scales” was shot by director Diane Martel via HSI with producer John Winter. Editor was Brian Sepanik via The Colonie with assistant editor Lauren Malis, visual FX artist Tom Dernulc. Colorist was Mike Matusek at Nolo Digital. Sound was produced at Particle Audio by Katy Mindeman. Graphics were produced at Brand New School.

Filming for the case study video was shot by director Joe Berlinger via Radical Media.

Posters featured were illustrated by Nomoco (Spirit, Courage) and James Joyce (Joy, Sass), with Leo Burnett art director Jason McKean, copywriter Jan Koh, art buyer Christine Oliver and senior producer Alethya Luiselli, producers David Eldred and Adine Becker.