Cannes Lions
McCANN ERICKSON, New York / AD COUNCIL / 2013
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The Greatest Action Movie Ever – The first movie that puts kids right into the action.
When kids clicked on one of the nine scenes, the director showed them how to act it out. Each scene was cleverly designed to get kids physically active and eating right. Then, the actual audition videos were used to build the film, with visual effects transforming their movements into superpowers.
Disney offered us one of their stars, Ryan Ochoa, to play a character that connected all the scenes together. And in the end, they defeat Lethargo, the most lethargic villain of all.
We took something kids love—action movies—to get them doing things they usually resist—being physically active and eating right.
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