21GRAMS comes from a modern legend you can’t help but retell.

The year was 1907.

A respected doctor, named Duncan MacDougall, embarked on an unusual study to see if the soul had mass (and to scientifically prove its existence). His results – published in a medical journal and publicized in the NY Times – reported an odd phenomenon.

When life left the human body, it experienced a sudden, unaccounted-for loss of weight: 21 grams.

This measurement would become a curious mix of science and folklore; immortalized as the weight of the human spirit. And the fitting name of an agency hell-bent on bringing the soul back to advertising.

See why 21GRAMS
is bigger than a name
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