Cannes Lions
RETHINK, Toronto / MEN'S HEALTH / 2015
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The Canadian Men's Health foundation is a government-back initiative to get men off the couch and living well. The problem is, men want to be healthy, but deep down, they don't want to change. So the strategy was to convince men that a tiny little change could go a long way. The creative challenge was to make the message dramatic while still promising very un-dramatic lifestyle changes.
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