Obesity is one of the biggest problems facing the youth of the Middle East thanks to the popularity of cheap fast food and video games.
Ferrero wanted to tackle the problem head on and turned to Filmmaster to help launch their Kinder +Sport platform aimed at encouraging kids to embrace healthier lifestyle choices.
We gave kids from three Dubai-based schools a pedometer wristband each and their very own digital avatar. Each step they took in the real world was connected to their digital lives earning them coins which was redeemable for real sports equipment and gear. The kids even made enough steps to reach Milan!