Tap to Own ItAgency:    Leo Burnett
Role:      Art Director
Year:      2016

Half of Instagram’s users are female. And since 97% of women have an ‘I hate my body’ moment everyday, it was the perfect platform to spread our Special K message: #OwnIt.

We gave women the opportunity to change the social conversation from negative to positive by hacking the tag function.

“Tap to Own It” gave women the power to take control of the image and change the attitudes from self-loathing to self-love, empowering women to accept all of their body—the good and not so good.