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Community | “Let’s Move” Initiative

Casanova Pendrill Develops Campaign for the

White  House’s “Let’s Move” Initiative

Casanova Pendrill (CP) launched today an integrated campaign to support First Lady Michelle Obama’s “Let’s Move” Initiative. Thecampaign includes Spanish-language TV, Radio, Print and Digital work. The Agency worked on the research and strategic development as well as all creative development and production.


Key team members involved in the project were: Sara Albiach, Account Director, Ramon Valadez, Director Strategic Planning, Esthela Alarcon-Teagle, Senior Strategic Planner, Alejandro Ortiz, Creative Director, Gil Arevalo, Senior Copywriter, Ricardo Rivera, Senior Art Director and Neal Bergman, Producer.

The TV spots were directed by David McNamara from The Collective and edited at Chinagraph in New York. Original music was composed by Emoto. Digital work was produced by Massive Square.

“ We are proud of our involvement in this historical effort and very happy with the work produced”, said Ingrid Otero-Smart, President/CEO Casanova Pendrill.” We hope to help make a difference and impact this country’s child obesity epidemic with the power of a great idea” A big thank you to the Ad Council for entrusting us with this assignment”, concluded Ms.Otero-Smart.

“ We’re talking to moms about this serious and sensitive issue using a very simple but engaging visual idea, which not only educates moms but also reassures them that the fight against childhood obesity can be won”, said Alejandro Ortiz, Creative Director of Casanova’s NY office.

The campaign was launched today in a press conference in Alpharetta, Georgia with Mrs. Obama in attendance. Alejandro Ortiz, attended the event representing the Agency.


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