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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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UPDATE: Leo Burnett Chicago Shifts Weight Loss Conversation With New Special K Campaign

UPDATE: The new, extended version of the spot is now available on Special K's YouTube page.

19 December 2012:

This week, Leo Burnett Chicago launched the new TV spot, “Defined by a Number” as a continuation of Kellogg’s “What Will You Gain When You Lose” campaign for Special K. In November, Special K partnered with a body image expert at Northwestern University and commissioned a study, revealing that nine out of ten women who think positively about weight management are more likely to achieve their weight-loss goals.

With that insight in mind, Special K and Leo Burnett teamed up to change the weight loss conversation for good, shifting women’s focus from all they have to lose to all the positive they can gain.

The spot takes the emphasis off the numbers associated with weight and shape. It’s a universal truth, that throughout our lives, we allow these numbers to have power over our feelings. Kellogg’s new global TV spot, “Defined by a Number,” previews online ( this week and will make its TV debut on Dec. 24.

The ad features a combination of real and casted women from across the world, as well as multiple languages and reflects a variety of cultures, body types and generations. The new creative will air in markets including – U.S., UK, Ireland and Mexico – in :30 and :60 second versions.