THE DARK SIDE OF SUGAR

Short List
TitleTHE DARK SIDE OF SUGAR
BrandACTION ON SUGAR
Product/ServiceCAMPAIGN 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
Credits
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.