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Ad Council Anti-Obesity: The Greatest Action Movie Ever
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A multilayered, groundbreaking new childhood obesity prevention campaign aimed at kids 6-12 breaks today from McCann NY on behalf of the Ad Council. Launching via a :60 nationwide “casting call”, the campaign invites kids to audition online for “The Greatest Action Movie Ever” (G.A.M.E.), the first movie that actually gets kids moving because physical activity and eating right are woven into the plot. In addition to the movie trailer/aka casting call, the initiative includes a robust website (www.ActionHeroAlliance.com) where kids can get tips on how to eat and train like an action hero and learn how to submit audition videos.
The Greatest Action Movie Ever (G.A.M.E.) campaign was developed in collaboration with HUSH Studios (http://www.heyhush.com) which created the TV PSAs and campaign website, and will also build The Greatest Action Movie Ever short by adding special effects to the selected audition videos. All kids are now invited to become a part of the Action Hero Alliance by auditioning for a role in G.A.M.E., a new original short movie debuting in Spring 2012, by uploading a video to www.KIDZBOP.com, the leading safe social network for kids and tweens. “In the battle against childhood obesity, running a traditional TV campaign seemed counterintuitive. After all, what good is a commercial if kids end up watching it on the sofa with a bag of chips on their lap?” said, Jesse Potack, McCann New York Creative Director/Writer. Added Benjamin Vendramin, Creative Director/Art Director, “Our challenge was how do you get 6-12-year olds up and moving? This idea takes something kids love—action movies—to get them doing something they usually resist—being active and eating right.” Disturbing fact: Today, nearly 1 in 3 children in America are overweight or obese, and over the past three decades, childhood obesity rates in America have tripled.
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