Red Dot Design Award
Image Film

You are sugar.

You are sugar. | Red Dot Design Award

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The image film “You are sugar.” is part of a campaign by the German supermarket chain REWE. It aims to communicate its decision to reduce the amount of sugar in its home brands. The campaign suggests that all men and women are already “sweet enough”, meaning that they are all right the way they are and actually don’t need that much more sugar. Vividly celebrating the motto “You are sugar: how much more sugar do you need?”, this film features a range of different people and situations for everyone to identify with.

Red Dot Design Award

  • Client:
    REWE Markt GmbH, Cologne, Germany
  • Design:
    thjnk Hamburg GmbH, Hamburg, Germany
  • Head of Marketing:
    Elke Wilgmann REWE Markt GmbH
  • Project Management:
    Julia Eßer Julia Kell REWE Markt GmbH
  • Chief Creative Officer:
    Armin Jochum
  • Managing Director Creation:
    Michael Ohanian
  • Creative Direction:
    Paul Carrera (Art) Thimon Machatzke (Text)
  • Art Direction:
    Stefanie Hilker Sara Linke
  • Text:
    Fritz Grobien
  • Strategic Planning:
    Michael von Bach Fabian Bastian
  • Account Management:
    Patrick Hammer Matthias Ganser Laura Reinauer Tanja Hinrichs
  • Executive Production:
    Swenja Krosien
You are sugar. | Red Dot Design Award
You are sugar. | Red Dot Design Award
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