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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 “ … read morecasting 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.
read less...McCann NY:
Bobby Davies - Graphic Designer
Grace Ng - Graphic Designer
Bill Valentin - Graphic Designer
Production
Catherine Paterson - Executive Producer
Sally Hotchkiss - Executive Producer
Stuart Shapiro - Creative Content Producer
Jill Ann Toloza - Creative Content Producer
Ken Krausgil - Business Manager
Account
Grant Wagner - Group Director
ToniAnn Bonande - Group Director
Allison Foley - Management Rep
Anna Farrell - Account Executive
Mike Bendjouya - Account Executive
Planning
Erica Yhar - Group Director of Strategic Planning
Juliana Bogdanski - Srategic Planning Director
Post-Production
Mike Boris - Executive Music Producer
Michael Ladman - Music Producer
Gerard McConville - Audio Editor/Mixer
Philip Ohler - Manager of Post Production
HUSH STUDIOS INC.
Key Personnel
David Schwarz - Partner/Creative Director
Erik Karasyk - Partner/Creative Director
Laura Alejo - Art Director
Jenn Mann - Lead Producer
Michele Watkins - Producer, Post-Production and Interactive
Jana Heiss - Production Coordinator
Commercial Production
Graham Hill - Co-Director
Dana Discordia - Line Producer
Andrea Marroquin - Production Supervisor
Zak Mulligan - Director of Photography
Tom Gaito - 1st Assistant Director
Mike Drucker - 1st Assistant Camera
Rodrigo Lopresti - HD Tech
Bryan Hodge - Art Director
Maria Luisa Ramirez - Gaffer
Jeremy Rodriguez - Key Grip
Rabiah Troncelliti - Stylist
Jordan Long - Hair/Make-up
Donny Tam - Sound Mixer
Jeff Reeves - VTR
Pete Burke - Locations
Alexis Del Prete - Office Production Assistant
Jonathan Goldman - Production Assistant
Alex Martinez - Production Assistant
Shannon Olivaria - Production Assistant
Brian Wilcox - Storyboard Artist
Commercial Post-Production
Daniel Renda - Designer
Nathan Caswell - Editor
James O’Brien - Animator
Salih Abdul Karim - Animator
Ben Gabelman - Animation Intern
Apple Suye Yang - Animation Intern
Jordan Blit - 3D Modeler/Character Animator
Interactive
Matt Knight - Technical Lead
Rina Miele - Interactive Designer
REMOTE DIGITAL MEDIA (RDM)
Sandy Bondorowsky
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