Lilly strives to put health above all in everything we do, including advertising.

And we understood that there is nothing healthy about feeling ashamed of your body.

This work walks side by side with patients who are feeling overwhelmed by the external factors that complicate living with obesity, and reframe the condition for what it is—a matter of health in which shame should play no part.

The unconventional use of black and white 35mm film in the category was meant to catch people's attention. The visual idea was to represent the shame our hero was freeing herself from in the form of a “shadow” following and growing around her.

Shot almost entirely practically, CG was only used to create a surreal moment where the judgment cast by others grows into a metaphorical wave.

It was all about making the audience “feel” what our character was feeling.

The pressure from society at first, then her liberation from it.

Although the film is still airing, it garnered 44 million impressions in its first two weeks on air and increased brand sentiment +60.

But more importantly it’s making people feel seen and changing society’s perception of obesity…

As said by one person impacted by the film, “For me this is real life. This is how society treats me.”

Another viewer, “It’s changing the perception of the disease and so we don’t continue to use shame as a weapon or form of tough love for someone.”

And another, “It’s not about the weight you lose but the health you gain. There is a company out there changing the way we view obesity and people who struggle with it and are helping.”