BlueCross BlueShield THF Team With BOHAN To Embrace Health Through Play

BlueCross BlueShield of Tennessee Health Foundation & BOHAN Team With Director Jeff Bednarz & Lucky Post’s Logan Hefflefinger To Embrace Health Through Play.

Play is at the heart of this new campaign for the BlueCross BlueShield of Tennessee Health Foundation (THF) where children are encouraged to take an active role, literally, in their well-being. Lucky Post Editor Logan Hefflefinger worked closely with director Jeff Bednarz’ and agency BOHAN to craft vignettes that show the sporting fun and connectedness kids experience in this fitness partnership between THF and the state of Tennessee. 

“We were proud to be involved with something that directly impacts people’s lives for the better, from the school where the filming took place to the bigger message of the campaign,” says Penny Rahe, VP/Director of Broadcast Production at BOHAN Advertising. The project was filmed at Eagleton Middle School, where 133 students and 20 faculty members were cast in the project. 

The spots highlight the Shape The State® program that awards grants to schools for new sports and recreation equipment and funds related curriculum. Director Jeff Bednarz and his team from Directorz filmed the students at play and interviewed them about how being active improved their lives. “It was great to see how quickly Jeff puts his subjects at ease, and how that translates into exceptional film,” notes Rahe. “He and the crew were simply wonderful with the kids and this was deeply appreciated by the agency and everyone at the school. To quote Principal Becky Stone: "It was a once-in-a-lifetime experience for our kids." 

With the shoot complete, the project came to Lucky Post and the hands of editor Logan Hefflefinger. Penny Rahe recounts, “When you work with an editor for the first time, you take a leap of faith. Logan delivered a beautifully edited campaign that includes the best moments from nearly 40 hours worth of incredible footage.” 

“The biggest creative challenge for me,” says Logan, “was to take Jeff’s wide-range of footage and connect moments in motion to produce a high energy edit that would make the kids come through as sporting heroes in their own right. These are everyday children who aren't athletes, but are inspired to be active through creative play and to get healthy. It was great to work together to communicate that ideal.”

The final project was screened for the children and school staff at a red carpet event before debuting on air.