HOW DO YOU TELL A WHOLE STATE THAT THEY MAY NEED TO TAME A FEW BAD HABITS?

WITH COLD, HARSH REALITY (AND A TROUBLING AMOUNT OF DOZING SHEEP) OF COURSE! BLUE CROSS/BLUE SHIELD OF NORTH CAROLINA APPROACHED THE OGILVY TEAM WITH A TROUBLING NEW FINDING - NORTH CAROLINA HAD JUST BEEN HONORED WITH THE TITLE “2ND MOST OVERWEIGHT STATE IN AMERICA”. RATHER THAN TRY TO GUN FOR THE TOP SPOT THE NEXT YEAR THEY CHALLENGED OUR TEAM TO EDUCATE THE STATE ON THE EFFECTS SMALL LIFESTYLE CHANGES CAN PRODUCE OVER TIME. WITH A VERY OPEN TARGET AUDIENCE, WE SET OUT TO MAKE AN ENGAGING, TRAVELING TOUCHSCREEN EXPERIENCE THAT STRADDLED THE LINE BETWEEN PERSONAL AND ENTERTAINING. FIRST, WE STARTED WITH A CAMPAIGN LOGO THAT ADAPTED TO THE USER’S INPUT. THIS WAS ABOUT THEIR CHOICES AND NEEDED TO FEEL TAILOR MADE, YET RECOGNIZABLE TO THE CAMPAIGN. AS THE USER ENGAGED WITH THE EXPERIENCE, THE INPUTS THEY ENTERED AROUND ACTIVITY, LIFESTYLE AND DIET BECAME ORGANIC VISUALIZATIONS OF EACH INDIVIDUAL'S MAKEUP.