SUGAR PISTOL INSTALLATION
| Title | SUGAR PISTOL INSTALLATION |
| Brand | DEUTSCHER DIABETIKER BUND |
| Product/Service | GERMAN DIABETIC SOCIETY |
| Category |
B01. ART DIRECTION |
|
Entrant Company
|
TBWA\GERMANY Düsseldorf, GERMANY
|
|
Advertising Agency
|
TBWA\GERMANY Düsseldorf, GERMANY
|
|
Production Company
|
MEDIEN TEAM DIGITALDRUCK Duesseldorf, GERMANY
|
Credits
| Joerg Herzog |
TBWA Group Germany |
Executive Creative Director |
| Sandra Birkemeyer |
TBWA Group Germany |
Art Director |
| Sigrun Abel |
TBWA Group Germany |
Copywriter |
| Kerstin Knapp |
TBWA Group Germany |
Artwork |
| Kerstin Ihlo/Fenrich |
TBWA Group Germany |
Head Of Creative Services |
| Meo Suzuki Roeder |
EG |
Head Of Production |
Execution
Diseases more than often become the focus of attention only after one has been afflicted with
them. However, many can be prevented in advance, including diabetes. The World Diabetes
Day is the perfect time for the DDB (German Diabetic Society) to create maximum awareness
for diabetes in the general public. Preferably with a trenchant action. We used this day and the
medium 'Outdoor' to make also unaffected people think about their nutrition and health and to
literally speaking let them 'get in touch' with the disease diabetes, which is throughout Germany
popularly known as 'Zucker' (Sugar).
In German language the word 'sugar' is a synonym for the disease 'diabetes'.
Knowing that the German Diabetic Society only has a limited budget at disposal, TBWA draw
attention by using a striking fact: every 10 seconds a life ist lost as a result of diabetes.
Literally speaking we let the general public get 'in touch' with the disease which is throughout
Germany popularly known as 'Zucker' (Sugar): by forming a pistol out of real sugar cubes and
displaying them on a city light without a glass covering. People at first were curious: 'Is it a
printed ad?'; 'Is it an installation?'. And then got in 'real touch' with the material and the disease
sugar. They had the opportunity to touch and taste it.
English Translation of Main Headlines
HL: Every 10 seconds a life is lost as a consequence of diabetes
Copy: Take care of your nutrition and health
Logo: German Diabetic Society