Brief:
The London Department of Health wanted to launch a campaign to fight obesity, by encouraging people to walk more.
Taking into consideration that there have been many campaigns against sedentary lifestyle, we needed to find a very notorious and unconventional idea: something unexpected and that really called everybody’s attention.
Callories:
When people talk on their phones, they walk. That’s why we decided to create a mobile phone based campaign: Calories.
The system measured how much does each person walk using Geo-localization, and we made a one-pound discount on their phone bill per mile walked.
AD: Elías Torres, Pablo Luna
CW: Alejandra García
Instructor: Borja de Arteaga
Miami Ad School Madrid
The London Department of Health wanted to launch a campaign to fight obesity, by encouraging people to walk more.
Taking into consideration that there have been many campaigns against sedentary lifestyle, we needed to find a very notorious and unconventional idea: something unexpected and that really called everybody’s attention.
Callories:
When people talk on their phones, they walk. That’s why we decided to create a mobile phone based campaign: Calories.
The system measured how much does each person walk using Geo-localization, and we made a one-pound discount on their phone bill per mile walked.
AD: Elías Torres, Pablo Luna
CW: Alejandra García
Instructor: Borja de Arteaga
Miami Ad School Madrid
