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.
MCCANN NY Creative Linus Karlsson – Chairman, Chief Creative Officer McCann NY & London Benjamin Vendramin - Creative Director, Art Jesse Potack - Creative Director, Copy Bobby Davies - Graphic Designer Grace Ng - Graphic Designer Bill Valentin - Graphic Designer Production Jonathan Shipman - Head of Integrated Broadcast 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 Peter Rhoads - Director 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