Digital Campaign

The Dark Side of Sugar

This digital campaign was developed against the backdrop that type 2 diabetes is a preventable disease yet constitutes one of the major health crises of our times. The food industry is hiding added sugar in food and making it difficult to control daily sugar intake. Using music and branded entertainment in streams, the campaign’s aim is to engage the target group of young people in particular and draw attention to this issue across social media, music platforms and podcasts. Dark and evil versions of songs better known for their positive vibes are used to shine a light on and raise awareness of the harmful and dangerous effects of sugar consumption.

Red Dot

Credits

Client:

Action on Sugar, London, United Kingdom
Design:

Serviceplan Germany, Munich, Germany
Project Team:

Serviceplan Group: Alex Schill (Global Chief Creative Officer) Matthias Harbeck (Chief Creative Officer Germany) Serviceplan Germany: Wenke Möller-Madhana (Creative Director) Myles Lord (Managing Creative Director)

Nils Frankenbach (Senior Art Director) Svetlana Herdt (Teamlead Social Media Management) Frauke Ehlers (Copywriter) Antonia Lüttringhaus (Account Manager)

Mediaplus Germany: Victoria Wissmann (Creative Media Manager) Benedikt Göttert (Managing Partner) Jochen Lenhard (Managing Partner) Mokoh Music: Stephan Moritz (Executive Producer)

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