We all remember the Lean Cuisine of the past. 80’s haircuts, jazzercise leotards and 300 calorie Salisbury steaks. Lean Cuisine is trying to change that, with a new menu of healthy, real food including items with organic, non-gmo ingredients and gluten-free offerings.

We marked Lean Cuisine’s pivot from 80’s diet brand to modern healthy lifestyle brand by asking women to reject the scale and tell us how they want to be judged. The Lean Cuisine #WeighThis video brought together real women from all walks of life and asked them to put their accomplishments on a scale and talk about the things they’ve done that they’re proud of.

A team of nineteen lifestyle bloggers and influencers discussed the video and their accomplishments, inviting their readers to join the conversation on social media with the hashtag #WeighThis. The video drew 6.5 Million views and was covered in Ad Age, Creativity, Shoot & Campaign US. It caused such a huge shift in brand perception that it ultimately led to a shortage of product.

Creative Directors: Daniel Bremmer & Alex Shulhafer. Copywriter: Amy Werblin. Group Creative Director: Megan Skelly. Chief Creative Officer: Pierre Lipton. Director: Nanette Burstein. Editor: Sonejuhi Sinha. Music: Asche & Spencer. Mascott: Piper.