Manic and McCann Help Shape Up for Ad Council and the U.S. Dept of Health & Human Services

News


Last Updated: October 1, 2007 5:52 pm GMT
Manic's 3D animation team creates a Virtual Life fantasy in this Obesity Prevention PSA produced in partnership with the Ad Council.

A flying man lands next to other unique creatures; together, they examine what looks like a butt planted in the ground. They conclude that the detached posterior must have been lost by its owner skipping seconds at meals...One small step in the quest to get healthy. The new "Second Helpings" PSA is the Ad Council's first spot inspired by new virtual worlds online.

From McCann Erickson Directors/Group CDs: Michele Raso and Robert Frost

The Ad Council and the U.S. Department of Heath & Human Services have been creating work for their Obesity Prevention campaign for the last three years, showing ways to take small steps towards better health. Several ideas were brought to fruition, including two live action spots: "Double Chin Hotel," and "Back Fat Cinema." Ultimately, the idea to incorporate a virtual world like Second Life was chosen because of the potential to reach the sites 8 million users. As part of the campaign, several strategies have been proposed to be implemented. First, a TV spot was created that takes place in a Second Life-inspired world. Then, the team hopes to strategically plant animated pieces of fat in the game itself so users would randomly interact with them. The hopes are for players to gain awareness about the dangers of an inactive lifestyle by stumbling upon the belly/butt/back fat.

In Maya, Manic was able to recreate the virtual world and mimic the ways the characters move. Only the size of the type was altered. Through the Ad Council, all of the media for this project was donated, as well as seven other spots previously.

From EP/Head of Sales: James Braddock

The PSA is meant to mimic the machinima genre, where the actual real time 3D world of a game is used to create a narrative without the use of traditional editing. We created a cast of characters and an environment inspired by the world of Second Life. This narrative is in keeping with similar themes in the live action spots of this campaign.

The Creds

Client: Ad Council and U.S. Department of Health & Human Services
Spots Title: Second Helpings
Air Date: September 2007

Agency: McCann Erickson
Director/Group Creative Director: Michele Raso
Director/Group Creative Director: Robert Frost
Producer: Judi Nearman

Post/Effects: Manic
3D animation: Dave LoGiudice
2D animation: Bryan Cobonpue

About Manic

New York-based Manic delivers cutting-edge motion graphics, 2D and 3D VFX, design, animation, and high-end finishing services for clients working in commercials, feature films, television, music videos and broadcast. The company's artists and principals have led campaigns for notable brands such as Nike, Virgin Mobile, Acura, Reebok, Verizon, Maybelline, and Apple from major agencies TBWA/Chiat/Day, Merkley+Partners, McCann Erickson, and JWT to name a few.
http://www.nycmanic.com

###

© 2017 CreativeCOW.net All Rights Reserved
[TOP]