Kids tell us what they would do five extra years, in this emotional spot by Wieden & Kennedy Portland and directed by Lance Bangs, for the Nike Foundation. The film, which premiered at the annual Clinton Global Initiative earlier this week, is an inspirational look at kids' minds, and all they can aspire to, with an anchoring in a sad reality about generational mortality.
The film was inspired by the Nike Foundation's extensive research that showed that kids' projected lifespan is now five years less than their parents because of lack of exercise and physical activity. It's part of a broader "Design to Move" initiative also supported by other organizations like the American College of Sports Medicine, the NFL, Premier League, Kaiser Permanente and others, focused on promoting healthier, more active lifestyles for kids. For more information on the initiative and the complete findings from the study, go to designedtomove.org.