‘Measure Up' by Australian Government
References: australia.gov.au & coloribus
The Australian Department of Health is starting an initiative, “Measure Up”, to raise awareness of the danger of weight gains and its effect on personal health and family relationships.
Created by 303 Perth and directed by Graeme Burfoot, the idea of the 60 seconds video spots is to explain that people should be careful about continuous weight gains rather than ignoring it until it becomes a BIG problem.
VFX Supervisor Angus Wilson explains, “Graeme wanted the overall change in the main character to be so subtle and gradual that by the end of the spot the audience would be shocked by how unhealthy he had become.”
That fluid change was achieved by filming a number of men with different body shapes, then morphing and blending them into one character.
Created by 303 Perth and directed by Graeme Burfoot, the idea of the 60 seconds video spots is to explain that people should be careful about continuous weight gains rather than ignoring it until it becomes a BIG problem.
VFX Supervisor Angus Wilson explains, “Graeme wanted the overall change in the main character to be so subtle and gradual that by the end of the spot the audience would be shocked by how unhealthy he had become.”
That fluid change was achieved by filming a number of men with different body shapes, then morphing and blending them into one character.
Trend Themes
1. Obesity Awareness - Opportunity for innovative solutions to raise awareness about the dangers of weight gain and promote healthier lifestyles.
2. Personal Health - Opportunity to develop technologies and services that help individuals monitor and manage their weight effectively.
3. Family Relationships - Opportunity to create products and services that support healthy habits and encourage positive interactions within families.
Industry Implications
1. Health and Wellness - Potential for disruptive innovations in the health and wellness industry that address obesity and promote healthy lifestyles.
2. Fitness and Wearable Technology - Opportunity to develop wearable devices and fitness technologies that empower individuals to track and manage their weight effectively.
3. Advertising and Marketing - Opportunity to create impactful campaigns and messages that increase awareness about the dangers of weight gain and promote healthier habits.
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