There is so much more to our bodies than simply what they look like. Special K wanted to remind women of this with their disruptive, "What Will You Gain When You Lose" campaign. Doing a clear zig in the zagging world of weight loss, this campaign shifted the focus of women' bodies from objects of attention to vehicles of connection. And in doing so, positioned the brand as an ally in empowering women to create not just a healthy body, but a healthy mindset around that body.