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leftchannel Adds Character to ‘Brussels + Muscles’ Wellness Spots

Working with agency Karsh Hagan, award-winning design studio animates ‘Brussels + Muscles’ campaign for the University Of Colorado Health and Welfare Plan initiative.

Columbus, OH -- How do you get kids to be healthier? That was the challenge facing agency Karsh Hagan, Denver, CO, when they came to design/animation studio leftchannel for help developing a series of online spots supporting Brussels + Muscles, a new Colorado Health wellness initiative that engages kids and parents by encouraging less screen time and more sunshine.

Leftchannel responded by bringing artist Shaw Nielsen’s illustrated series of whimsical, slightly surreal, yet thoroughly engaging characters to 2D animated life -- characters that communicated the campaign’s message in a fun and entertaining way.

Becky Ferguson, VP/Director of Broadcast at Karsh Hagan, said, “right away we knew leftchannel was exactly who we wanted to bring our vision to life. Their national work, character development and style was the perfect fit—you can’t help but smile watching the world they brought to life on screen.”

“When we first saw the storyboards it was clear just how well thought out and developed the characters were -- we instantly had a clear sense of how we would make them come alive,”leftchannel creative director Alberto Scirocco adds. “The design style felt like it had been developed specifically for us.”

At the center of the campaign are a series of animated hero characters named Avin, Finley and Nolan who, in the first two spots entitled “Welcome” and “Heroes,” show how making the right eating choices makes getting fit easy and how “jumping rope is more fun than any TV show.”

The program is part of the CU Health Plan’s wellness program Be Colorado, and is available at no cost to all CU Health Plan member kids between the ages of 5 and 11. The program partners with leading kids’ fitness and nutrition programs, to use gaming, tracking and rewards to help kids turn more of their time into playtime. Brussels + Muscles also includes a custom educational curriculum that gives parents and kids the tools to track progress and help their families become healthier.

In addition to enrolling a large number of eligible families already, the campaign recently garnered a District Gold Addy for the Southwest region, a Denver fifty award and an honorable mention at the Art Directors Club Denver awards, in both Broadcast Design and Identity Development categories.

Source: leftchannel

Jennifer Wolfe's picture

Formerly Editor-in-Chief of Animation World Network, Jennifer Wolfe has worked in the Media & Entertainment industry as a writer and PR professional since 2003.