Agency: McCannBlue
Advertiser: safefood
Account Director: Karen Muckian
Producer: Onagh Carolan
Art Director: Christopher Gore
Copywriter: Graham Stewart
Production Company: Piranha Bar
Director: Gavin Kelly
The latest phase of safefood’s Childhood Obesity campaign launched on April 17th and it focuses on the link between lack of sleep and obesity in children. This phase fully integrates TV, radio, print, digital display, social media and digital content to really drive the conversation around this topic. The concept draws attention to the fact that children are often spending too much time on tablets/gaming and this is causing them to miss out on their full hourly requirement for sleep. For this phase we have evolved our mechanic where we saw children age in front of our eyes, to using shadow animation to demonstrate this. Online we created a hub for parents where they can download tools like a sleep diary and reward chart.