Special K launched a
fall challenge that takes place in a retail store that sells jeans -- not your typical place to find cereal. The latest installment of Special K’s “More Than a Number” campaign urges
women to look beyond the size of their jeans by replacing numbers with words of encouragement. Every pair of jeans lacks a size, so when a saleswoman measures a customer, they are met with sizes like
radiant, charismatic, courageous, stunning, confident and fabulous. Plus, every woman left with a pair of jeans that fit, regardless of their numeric size.
Watch it here, created by
Leo Burnett Chicago.
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