Best Government Rich Media Online Campaign

First 5 California is a state agency seeking to educate and guide parents of children ages 0-5 on issues of education, health, and anti-tobacco. They wanted an enticing and entertaining video campaign to run both online and off that parents could access, become engaged in and made aware of the issues and, ultimately, be guided to the website for more information. The campaign idea was to create a series of TV show snippets with smart kid hosts on topics such as reading, eating, and exercising. We cast for children no older than 5 years old, and made them the hosts of their own TV talk, cooking and exercise shows. With the help of Univision, one of our media partners, we shot in their studio’s to produce the reading and cooking show, and in a city park for the exercise clip. We produced these to be one minute presentations- with all the bells and whistles of a traditional daytime talk show- and then edited them down to 30 seconds for online pre-roll.

Contributors:

Art Director :	Bruce Dundore and Sergio Belletini
On-Set Production Manager :	Phil Large
Account Executive :	Tabitha Ji
Creative Director :	Bruce Dundore
Copywriter:	Bruce Dundore
Executive Producer :	L2 Digital
Chief Creative Officer :	Bruce Dundore
Executive Creative Director :	Bruce Dundore
Production Manager :	Brad Slepack

FRASER COMMUNICATIONS

Location: US