There is more to losing weight than looking good. Special K invited people to share what they had gained as a result of weight loss. Was it confidence? Energy? Oomph? The Special K microsite invited people to express themselves by choosing a word that best fits their emotion along with their photo.

Material Group blended hand made watercolor paint textures with 3D animation and photography to bring the campaign to life. A rich media campaign was also developed to support the campaign.

Brand | Kelloggs®
Agency | Leo Burnett