Sport England, which is responsible for distributing National Lottery funding to sports organisations, appointed Team Saatchi following a three-way pitch against TBWA\London and McCann-Erickson.
The appointment was made by the Sport England marketing director, Nick Wake. The campaign aims to raise awareness and tackle the growing problem of inactivity and obesity associated with more sedentary modern lifestyles.
It will be trialled in the Newcastle region and will feature celebrities such as Alan Shearer. Newcastle United's manager, Sir Bobby Robson, and the ex-England rugby star and Newcastle legend Rob Andrew are understood to have given their support in a video presentation.
If the test is successful it will be rolled out nationally. The roll-out will be supported by government bodies such as the Department of Health, the Department of Education and the Department of Culture, Media and Sport.