We chose to highlight folks making positive lifestyle changes in order to overcome obesity in their lives by making a “fair trade” for great, important things we value verses trading off some of the easy, convenient and non-so-healthy choices. We placed ordinary, everyday people in their new active lifestyles with an upbeat, positive soundtrack. Our hope was to positively drive them to the website about a very positive thing: better health at betterhealthnc.com and pay off BCBS’s positive positioning statement, “Your plan for better health.”

The response was overwhelmingly positive. The judges at the ADDY AWARDS also responded positively by giving it GOLD in the National TV, Consumer Services category.

Creative Direction / Art Direction: Jeff Bowman; Writer: Brad Preslar; DP: David Mcnamara, Collective, NYC; Editing: Homestead, NYC, Agency: The Stone Agency; Music: “A Bell Will Ring” by Oasis

We did one edit that was more somber in tone; to be used in PSA situations. I feel this proves that great images and a great idea can work in more than one mood. A great,  patient editor never hurts either.

ADDY AWARDS, SILVER National TV, PSA category.

Creative Direction / Art Direction: Jeff Bowman; Writer: Brad Preslar; DP: David Mcnamara, Collective, NYC; Editing: Homestead, NYC, Agency: The Stone Agency