STEPS To a Healthier New Orleans

Creative Showcase

Sunni / STEPS To a Healthier New Orleans

Submitted By Michael Rainey

Description

Simply hiring actors was out of the question. Authenticity and credibility were achieved by allowing the messages to virtually rise up out of the community as a familiar voice. Local spoken word artists help create and deliver these original works.
We found that the two different audiences were receptive to two different messages. In spot 2, Asia juxtaposes her message of empowerment – “So before you close those arteries, open your eyes. We’ve got to find the strength to climb, so keep that junk food on the shelf.” to Sunni's "control our minds though food supply" that essentially tells the young demo that junk is deceitful and is YOUR enemy. It was edgy. But it was real, too. Just what we needed to get the younger audience to wake up, pay attention.

Objective

STEPS was formed to help increase healthy eating choices and activity in New Orleans, a city where high-calorie food intake is a way of life.

Technical Challenge

Extremely low budget! You saw the lifestyle charting, the last thing on this targets minds is the dangers of forming bad eating habits. And with distinctly different age segments with opposing sensitivities, we had to produce 2 spots. Each one took their work in a slightly different direction.

Client

Industry

PSA

Agency

Zehnder Communications
http://www.z-comm.com

Media

Television

Credits

Account Executive

Tom Martin

Agency Producer

Mike Rainey

Art Director

William Gilbert and Shea Duet

Creative Director

Justin Bonura and Mike Rainey

Director

Steve Hunter

Editor

Mike Rainey and Mike Campbell

Illustrator

Rob Hudak

Innovator

Justin Bonura

Music & Sound

Scott Minor

Production Company

Fishbowl

Writer

Suunni Patterson and Justin Bonura

Views

356