JvM/Limmat: Innovative banner advertising against obesity
Jung von Matt/Limmat has created an innovative website ad for Health Promotion Switzerland designed to raise awareness of the widespread problem of childhood obesity: A little boy who, when the mouse pointer is stationary, eats ice cream and gets fatter, and when the mouse pointer moves, follows along and immediately loses weight again.
Jung von Matt/Limmat has created an innovative website advertisement for Health Promotion Switzerland to draw attention to the prevalence of childhood obesity. If you go to the home page of 20minuten.ch, a little boy called Joe appears and joins the mouse pointer. If you hold the mouse pointer still, Joe starts greedily eating an ice cream and slowly gets fatter. If you move the mouse pointer, Joe has to run to follow it, and the more he runs, the slimmer he gets. In this way, the figure clearly demonstrates the message of Health Promotion Switzerland: If you move, you stay fit.
What is new about the advertising is that it works on all levels of the website, according to the Zurich agency's press release. At the same time, the 20 Minuten website works exactly as it always has. The Joe figure is much more than a "follow the mouse" effect because it reacts to the parameters of time, direction and position. If you click on the figure, you are taken to a microsite: Joe's Corner. There you can accompany Joe for a whole day and decide what he should eat and what he should do. Depending on your choice, Joe stays slim or gets fatter.
Responsible at Health Promotion Switzerland: Peter Burri Follath (Head of Campaigns and Media, overall responsibility). Responsible at Jung von Matt/Limmat: Lukas Frei and Alexander Jaggy (CD), Fernando Perez (AD), Livio Dainese (text, music), Christina Baeriswyl (animation, graphics), Fabian Röthlisberger and Milène Huber (consulting), Ricardo Perez (illustration), Mike Müller (MySign; programming banner), Notarmon Buchli (programming Joes Corner), Jingle Jungle (sound) and Eva Camenzind (off voice). Responsible at 20 minutes: Stephan Obwegeser (Publishing Director Online and New Media) and Julian Schweizer (Sales Manager Online/Crossmedia).
What is new about the advertising is that it works on all levels of the website, according to the Zurich agency's press release. At the same time, the 20 Minuten website works exactly as it always has. The Joe figure is much more than a "follow the mouse" effect because it reacts to the parameters of time, direction and position. If you click on the figure, you are taken to a microsite: Joe's Corner. There you can accompany Joe for a whole day and decide what he should eat and what he should do. Depending on your choice, Joe stays slim or gets fatter.
Responsible at Health Promotion Switzerland: Peter Burri Follath (Head of Campaigns and Media, overall responsibility). Responsible at Jung von Matt/Limmat: Lukas Frei and Alexander Jaggy (CD), Fernando Perez (AD), Livio Dainese (text, music), Christina Baeriswyl (animation, graphics), Fabian Röthlisberger and Milène Huber (consulting), Ricardo Perez (illustration), Mike Müller (MySign; programming banner), Notarmon Buchli (programming Joes Corner), Jingle Jungle (sound) and Eva Camenzind (off voice). Responsible at 20 minutes: Stephan Obwegeser (Publishing Director Online and New Media) and Julian Schweizer (Sales Manager Online/Crossmedia).
