A brand new video marketing campaign encourages kids to bop to get wholesome
The new video campaign aims to encourage children to play sports in a playful way. It was developed for Generation Pep, a Swedish non-profit organization that focuses on promoting healthy and active lifestyles among young people.
The film was set to music by the French dance music act Justice, who reworked his song DANCE for the video. He follows the nine-year-old French dancer Lilyana Ilunga, who uses public transport from morning to evening and stops at school Weg. Justice fans may also notice that half of the duo, Gaspard Augé, acts as caretakers.
While the film is entertaining to watch, it aims to respond to the issue of child obesity, which the World Health Organization says is one of the greatest global public health challenges of the 21st century. "We know that children and young people in many countries are not getting enough exercise, a trend that unfortunately seems to have worsened during the pandemic," says Carolina Klüft, Operations Manager at Generation Pep.
Whiel Ilunga is dancing around town and at school she is accompanied by a step switch that has hit 10,000 by the time she returns home. "The most important thing is not the exact number of steps or 10,000 steps in particular, but to get a little movement every day. Every step counts," continues Klüft.
“Today physical activity is mostly associated with exercise, power walks, and running. Things that not all children and young people find attractive, ”says Marcus Hägglöf, creative at Forsman & Bodenfors. “With this campaign we want to show that physical activity can be pretty much anything that is done anywhere. We want to convey the importance of being active, but above all to inspire people and show that sport can be a lot of fun. "
Credits:
Agency: Forsman & Bodenfors
Creative: Adam Ulvegärde, Clara Uddman, Marcus Hägglöf
Designer: Sara Lemchen, Christoffer Persson
Production company: The producers
Director: Filip Nilsson