Round 1 of 8: September 

Carlo Cavallone.


Executive Creative Director, 72andSunny Amsterdam

Born and raised in Milan, Italy, I have been working in advertising for about 18 years. I am a former semi-pro rugby player, a fanzine editor, comic books translator, sci-fi shorts director and a conspiracy theories believer and creator. After 5 years at FCB and Leo Burnett in Milan, I moved to Amsterdam to join Wieden+Kennedy, where I worked for almost 9 years – mainly writing for Nike, EA Games and Heineken; then I moved to 72andSunny Los Angeles, where I spent one year before coming back to the NL. I am currently the ECD of 72andSunny Amsterdam.

Brief: "Obesity"

I want to keep this super simple. 

I’ll start by quoting the BBC because the BBC always gets it.

Obesity is a modern problem - statistics for it did not even exist 50 years ago.

The increase of convenience foods, labor-saving devices, motorized transport and more sedentary jobs means people are getting fatter.

And you start by reading this article:

Where does it all begin? With kids, and their tablets, their lack of enthusiasm for physical activity, and their love for French fries.

Look around you and unless you live in a country that predominantly has the opposite problem (I mean starvation) – you’ll see overweight kids all around you. 

There are bigger problems in the world, of course, but this is worth tackling too.

It has major implications on our health systems, our economy and our lives.

Think of an idea that would (also) make use of technology to:

  • Raise awareness about this issue
  • Engage parents
  • Convince kids that it’s good to be healthy
  • Trigger a change in behaviour

Be innovative, be insightful, and be simple.

Brief Deadline: Midnight (Pacific Daylight Time) September 30th 2014