Veg Power "Eat them to defeat them" by Adam & Eve/DDB

The adults have failed in the fight against obesity, so Veg Power and ITV are recruiting kids as the heroes in a nationwide campaign promoting vegetables.

Adam & Eve/DDB took an unconventional creative approach to encourage healthy eating, with a playful ad playing on the truth that kids tend to find vegetables gross. A 60-secnd film sets up an action movie-like scenario in which a horde of evil vegetables invade and children must "eat them to defeat them". The campaign, which spans media including TV, cinema and outdoor, is funded by an alliance of all the UK’s supermarkets and Birds Eye, while ITV has backed the initiative with £2m of airtime across its channels. Veg Power aims to tackle the rise of childhood obesity and build a permanent advertising fund for vegetables. 

Credits

Client
ITV
Brand
CMO, Veg Power
Campaign director, Veg Power
CMO, ITV
Director of social purpose, ITV
Marketing manager, ITV
Chief creative officer
Creative team
Agency producer
Chief executive officer
Account director
Account executive
Project manager
Marketing & PR manager
Designer/Typographer
Media agency
Production company
Executive producer
Producer
Director
Production manager
Production designer
Cinematographer
Editing company
Editor
Post production
Post producer
VFX supervisor
Colourist
Music supervisor
Audio post production

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