Kelly Dorsey, senior designer
Alisa Wolfson, design director
Stephanie Summers, art director
Kristen Schwanz, writer
Mylene Pollock/
Graham Woodall, executive creative directors
Susan Credle, chief creative officer
Vincent Geraghty/
Veronica Puc, executive producers
Leo Burnett, Chicago, ad agency
Kellogg's Special K, client
“The challenge for Special K was to move from being a quick-fix diet brand to becoming a partner in weight management and a source of positive inspiration. The objective was to make an emotional connection with real women during a real body moment—when trying on jeans in a boutique. More than 30 percent of people refuse to go up a size to find jeans that fit, so Special K reframed women’s thinking by shifting the focus from a number on a tag to the much more inspiring way they want to feel.” 23 1/4 x 27 1/4, 4-color.
