do., the health promotion division of Blue Cross Blue Shield Minnesota wanted to help people lose weight. But that’s hard to do in a TV commercial or even a TV show, so we decided to humanize losing weight by putting it all out in the open. Literally. We put one obese man, living inside a glass box at the Mall of America for 30 days. Mall guests were encouraged to interact and give “the human doing" support to lose weight over the 30 days via texts, interactive polls and social media.