Winners & Shortlists

SUGAR PISTOL INSTALLATION

TitleSUGAR PISTOL INSTALLATION
BrandDEUTSCHER DIABETIKER BUND
Product/ServiceGERMAN DIABETIC SOCIETY
Category C01. ADAPTED BILLBOARDS AND OUTDOOR POSTERS
Entrant Company TBWA\GERMANY Düsseldorf, GERMANY
Advertising Agency TBWA\GERMANY Düsseldorf, GERMANY
Production Company MEDIEN TEAM DIGITALDRUCK Duesseldorf, GERMANY
Credits
Name Company Position
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

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. 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.