Cannes Gold Lion in Integrated Media. This was the first time ever the brand was launching a product other than cereal. In fact, it was launching a whole portfolio of products to help women manage their weight. Not to mention, the timing was less than ideal – smack in the middle of the start of a new year of dieting and the Superbowl – January 1st. We broke through the clutter with an original idea, original executions and original media beginning at midnight on January 1st in Times Square. From there, it was a real-time surround sound media plan that helped women in their moments of weakness discover The Difference is K.