The agency won a four-way pitch against M&C Saatchi, Ogilvy Group and Grey.
The advertising it creates will run in women's weekly magazines in March, with the aim of raising awareness of the link between obesity and heart disease, cancer and Type 2 diabetes. The ads will be aimed at parents with children under 11 years old.
The Change4Life ads broke at the beginning of January. The £8.7m push, spanning TV, outdoor and press, is the first burst of a three-year, £75m marketing campaign led by M&C Saatchi.
The TV execution, by Aardman Animation, shows plasticine figures living active lives in prehistoric times before contrasting this with contemporary lives spent travelling by car or bus rather than walking, eating junk food, playing video games and watching TV.
Tesco, Kellogg and PepsiCo, operating under the umbrella name Business4life, are among the companies that have agreed to back the campaign, pledging £200m of support.
The government's aims for the campaign are to arrest the rise in childhood obesity by bringing it back to 2000 levels by 2020, and increase the understanding of the link between obesity and cancer.
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