Title | THE DARK SIDE OF SUGAR |
Brand | ACTION ON SUGAR |
Product/Service | CAMPAIGN TO PREVENT TYPE 2 DIABETES |
Category |
B02. Non-profit / Foundation-led Education & Awareness |
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
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 |
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Frontend Developer |
Svenja Rethmeyer |
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Senior Art Director |
Niklas Barning |
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User Experience Designer |
Karim Buchalla |
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User Experience Designer |
Jens Tangermann |
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Frontend Developer |
Heino Niemann |
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Head of System Administration |
Andreas Precht |
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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 |
Background
•Situation
Type 2 diabetes is a preventable disease that killed 4.2 million people globally in 2019 – making this one of the biggest health crises of our times. Unlike conventional (type 1) diabetes, type 2 diabetes is a preventable disease that develops from a high sugar diet. The food industry is hiding extra added sugar in our food, making it difficult to control our sugar intake. Studies show that young people consume as much as 63% more sugar than their recommended daily allowance.
•Brief
Reach out to young people and open their eyes to the dangerous side of sugar – and how it can lead to type 2 diabetes if not consumed in moderation.
•Objectives
Teach young people how to identify and avoid foods with hidden sugar to control their diets better to prevent the risk of developing type 2 diabetes.
Describe the strategy
We used music and branded entertainment to create awareness in a traditionally hard to reach category. To get young people to consider our message rather than just clicking away another health PSA.
Music as Metaphor
By creating dark and evil versions of sweet and innocent songs, we could shine a light on the dangerous side of sugar. Whether you like or dislike the music – the meaning and message are loud and clear.
Music as Medium
Using music and branded entertainment, we created engagement in the places that matter to young people; On Instagram, Youtube, Twitch, TikTok, on Web Radio, Podcasts and music platforms like Spotify, Deezer, Napster, Apple music and more.
Describe the execution
We launched the dark metal remake of ''SUGAR'' (originally by Robin Schulz) on World Diabetes Day, November 14th, 2020. The song was the center of a multi-channel campaign on TV, Radio, Spotify and social media. 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. Afterwards we released more dark remakes of sweet pop hits with campaign supergroup ''Risen from Shadows'' to raise awareness and build anticipation for the ''DARK SIDE OF SUGAR'' album release. THE DARK SIDE OF SUGAR is available on all digital music stores and streaming platforms. All proceeds go to the German Diabetes Support Foundation to fund further education projects in the fight to prevent type 2 diabetes. Listen to the music here: www.shorturl.at/jovM2
List the results
- 17.7% engagement rate on Instagram (global average 1.45%)
- Over 700 000 visitors to www.darksideofsugar.com in the first 48 hours of launch
- PR coverage reaching over 20 million contacts