WHO: AHA

WHAT: Awareness and Education Campaign

IDEA: AMA came to my team with a problem. People know not to put salt on their foods, but their overall salt intake is too high. Turns out many foods people eat have high amounts of salt, “hidden” in restaurant foods, or other common foods, and that hidden salt is pretty scary for your health.

We ran with that information in our concept. We developed a character, “SCARY SALT”, that would hide and jump out at audience members - in a restaurant, in the office, at home from a pantry. Capturing these reactions made for great video content that the client and audiences loved.

ADDY Judges loved it as well, this teaser video received a GOLD ADDY and Best in Show for 2016.