Title	THE DARK SIDE OF SUGAR
Brand	ACTION ON SUGAR
Product/Service	CAMPAIGN TO PREVENT TYPE 2 DIABETES
Category	A05. Music / Sound Design
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY
Production	SIMON & PAUL Hamburg, GERMANY
Production 2	NEVEREST Hamburg, GERMANY
Production 3	LOFT TONSTUDIOS Berlin, GERMANY
Production 4	MOKOH MUSIC Berlin, GERMANY
Additional Company	HMMH MULTIMEDIAHAUS Bremen, GERMANY
Additional Company 2	PLAN.NET Hamburg, GERMANY
Additional Company 3	SAINT ELMO'S Berlin, GERMANY

Name	Company	Position
Alex Schill	SERVICEPLAN GROUP	Global Chief Creative Officer
Myles Lord	SERVICEPLAN GERMANY	Managing Creative Director
Matthias Harbeck	SERVICEPLAN GERMANY	Chief Creative Officer Germany
Wenke Möller-Madhana	SERVICEPLAN GERMANY	Creative Director
Nils Frankenbach	SERVICEPLAN GERMANY	Senior Art Director
Frauke Ehlers	SERVICEPLAN GERMANY	Copywriter
Antonia Lüttringhaus	SERVICEPLAN GERMANY	Account Manager
Svetlana Herdt	SERVICEPLAN GERMANY	Teamlead Social Media Management
Benedikt Göttert	SERVICEPLAN GERMANY	Managing Partner
Victoria Wissmann	MEDIAPLUS GERMANY	Creative Media Manager
Jochen Lenhard	MEDIAPLUS GERMANY	Managing Partner
Max Leipert	MEDIAPLUS GERMANY	Digital Media & Creative Media Manager
Jan Stapf	MEDIAPLUS GERMANY	Consultant & Planner
Dennis Wachter	PLAN.NET GERMANY	Head of Digital
Christin Dückerhoff	PLAN.NET GERMANY	User Experience Concept
Kevin Prösel	Saint Elmo´s Berlin	Managing Director
Stephan Moritz	Mokoh Music	Executive Producer
Marcel Neumann	Mokoh Music	Music Producer
Madeliene Pfisterer	NEVEREST	Producer
Katrin Habermann	NEVEREST	Producer
Cornelia Pelech	hmmh	Frontend Developer
Svenja Rethmeyer	hmmh	Senior Art Director
Niklas Barning	hmmh	User Experience Designer
Karim Buchalla	hmmh	User Experience Designer
Jens Tangermann	hmmh	Frontend Developer
Heino Niemann	hmmh	Head of System Administration
Andreas Precht	hmmh	Head of Future Commerce
Birgit Koch	SERVICEPLAN GERMANY	Senior PR & Content Consultant
Lee Sharrock	SERVICEPLAN GERMANY	International PR
Anna-Theresa Hubmann	SERVICEPLAN GERMANY	PR & Content Consult
Isabelle Schneider	SERVICEPLAN GERMANY	PR & Content Consult
Marco Justus Schöler	Freelance	Photographer
Simon Fessler	Simon & Paul	Executive Producer
Lukas Sterly	Simon & Paul	Producer
Carlo Oppermann	Simon & Paul	Director / Editor
Klaus Kneist	Simon & Paul	DoP
Bernie Greiner	Simon & Paul	Grading
Tom Heinrich	Simon & Paul	Unit Leader
Sutida Vestewig	Simon & Paul	Hair & MakeUp
Anh Ding	Simon & Paul	Styling
Lara Seelig	Simon & Paul	Art Department
Darina Joordanowa	Simon & Paul	Gaffer
Pedro Torres	Simon & Paul	Food Styling

Describe the creative idea

THE DARK SIDE OF SUGAR is a collection of the darkest metal remakes of the sweetest pop hits; to make young people release that sugar is not as innocent as they think. Famous sweet songs like Robin Schulz's platinum dance hit "SUGAR", 50 Cent's "CANDY SHOP" and "WATERMELON SUGAR" from Harry Styles become haunting dark metal cover versions to shine a light on sugar's dark and dangerous side. And to draw attention to essential nutrition information on www.DarkSideOfSugar.com in the fight to prevent type 2 diabetes.

Describe the execution

We launched the dark metal remake of ''SUGAR'' (originally by Robin Schulz) on World Diabetes Day, November 14th, 2020. The music video for ''SUGAR'' reveals 36 surprising places sugar is hidden in our food and points people to www.DarkSideOfSugar.com. Here nutrition information from ACTION ON SUGAR teaches young people how to avoid hidden sugar to help prevent type 2 diabetes. Then we released more dark remakes of the sweet pop hits with campaign supergroup ''Risen from Shadows'' to raise awareness and build anticipation for the ''DARK SIDE OF SUGAR'' album release. Timeline: [1] (Soft Launch) Single release “I Want Candy” (originally by Bow Wow Wow) Halloween, 31.11.2020. [2] Official Project Launch “Sugar”, (originally Robin Schulz) World Diabetes Day, 14.11.2020. [3] Single release “Watermelon Sugar” (Harry Styles) 14.01.2021 [4] Single release “Candy” (Doja Cat) 29.01.2021 [5] Single release “Sugar Baby Love” ( The Rubettes) Valentines Day 14.02.2021 [6] Single release “Candy Shop” ( 50 Cent) 19.03.2021 [7] Single release “Like Sugar” ( Chaka Khan ) 30.04.2021 Please listen to the music here: www.shorturl.at/jovM2 THE DARK SIDE OF SUGAR is available on all digital music stores and streaming platforms. All proceeds go to the Diabetes Support Foundation to fund further education projects in the fight to prevent type 2 diabetes.