BRUSSELS+MUSCLES

ACDs: Camille King & Karen Morris
Senior Designer: Nick Marranzino
Art Direction: Lindsey Mills

Copywriter: Laurel Mura
Illustration: Shaw Nielsen

Convincing kids to make healthy choices isn’t easy. But getting kids to play games is. Which is exactly why we helped the CU Health Plan create Brussels + Muscles—a kids’ nutrition and fitness program that uses gaming, tracking and rewards to urge kids and their families to lead healthier lives.

Launching the brand required everything from creating a name and developing an identity system to designing activity kits, developing a microsite and producing communication tactics. For Brussels + Muscles it was very important that no matter the media, every aspect of the brand felt youthful, energetic and, most importantly, fun.

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Brussels + Muscles believes in playing in parks, playing on teams and playing with our food. By bringing GeoPalz and
custom ZisBoomBah content to CU Health Plan participants and their kid's ages 5-11. They gave kids the power to keep track
of their wiggles and jiggles, to help create delicious, healthy meals and best of all, they earned great prizes along the way. 

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Leveraging Brussels + Muscles parent and kid packets, we created
a social strategy to reach Health Plan members and create a Brusselers community