New research commissioned by Special K shows 90
percent of women in the United States question or doubt their food and spend 61 minutes second-guessing their choices—every day. In celebration of Special K’s #OWNIT
campaign, TH partnered with Krispr and Special K to
produce an activation that encourages woman to combat
any self-doubt about their food choices and eat with
confidence. Taking over Time Square Plaza, TH built an oversized “Digital Clock” that rotated custom content for one hour and one minute displaying examples of how
real women second-guess their food choices. A surprise
appearance by Taraji P. Henson drove attendees to
#OWNIT and ditch their food doubts with Special K.
While on the plaza, guests also had the opportunity to sample Special K and have their photo taken and shared on Special K’s custom Time Square billboard for the day.