To raise awareness of its kids' pack menu during Childhood Obesity Month in Puerto Rico, Subway made a social responsibility video showing just how a kid would fill up a supermarket cart if they had the choice. Agency DDB Latina recruited parents and kids without telling them what it was for, then filmed the kids filling the cart with their choices - mainly sugary snacks - as the parents watched in horror. The video was shown on local media and discussed on social media, and sales of Subway's kids' pack menu rose by 123%.
The shopping theme of the campaign is reminiscent of this other moving anti-obesity effort from Blue Cross/Blue Shield Minnesota, out of mono and directed by Academy's Amanda Boyle.
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