Red Dot Design Award
Image Clip

You are sugar.

You are sugar. | Red Dot Design Award

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In view of the health effects caused by consuming too much sugar, the supermarket chain REWE has decided to reduce the amount of sugar in its home brands. An image clip was developed to reveal the sweet core within each of us. The message “You are sugar. How much sugar do you need?” is amplified using images and music which touch people at an emotional level. The song, specially composed for the commercial, sounds like a love song and features harmonious, steady guitar sounds and a remarkable male voice.

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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