THE DARK SIDE OF SUGAR

TitleTHE DARK SIDE OF SUGAR
BrandACTION ON SUGAR
Product/ServiceCAMPAIGN TO PREVENT TYPE 2 DIABETES
Category C05. Audio Led Creativity
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

View Script

Write a short summary of what happens in the radio or audio work.

THE DARK SIDE OF SUGAR is a collection of the darkest metal remakes of the sweetest pop hits - to make young people realise that sugar is not as innocent as they might 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. We launched the dark metal remake of ''SUGAR'' (Robin Schulz) on World Diabetes Day, November 14th, 2020 on TV, Radio and all digital music platforms. Then we released more dark remakes of sweet hits with campaign supergroup ''Risen from Shadows'' to raise awareness and build anticipation for the ''DARK SIDE OF SUGAR'' album release. All proceeds go to the German Diabetes Support Foundation to fund further education projects in the fight to prevent type 2 diabetes.

Translation. Provide a full English translation of any audio.

Audio is in English

Cultural / Context information for the jury

Unlike conventional (type 1) Diabetes, type 2 Diabetes is a preventable disease that develops from a high sugar diet. According to the International Diabetes Federation, there are 6.9 Million Germans diagnosed with type 2 Diabetes and Germany is ranked 8th in total cases worldwide. Unlike countries like the UK, Germany has no sugar tax and has done little to regulate the food industry or take meaningful steps towards sugar reform. According to Berlin-based Foodwatch.org, young Germans consume as much as 63% more sugar than their recommended daily allowance.

Please outline the innovative elements of the work

We took the sweetest pop hit songs that everybody knew and released a series of never heard before metal cover versions. That way, we used music to create awareness about the dangers of high sugar diets in a traditionally hard to reach category. Young people were considering our message rather than clicking away just another health PSA. The band’s online assets like official Instagram account and SPOTIFY accounts point the audience to essential nutrition information on www.DarkSideOfSugar.com to educate people in the fight to prevent type 2 diabetes. THE DARK SIDE OF SUGAR –TRACKLIST 1. SUGAR – (originally by Robin Schulz) 2. WATERMELON SUGAR – (Harry Styles) 3. CANDY SHOP - (50 Cent ) 4. SUGAR BABY LOVE - (The Rubettes) 5. CANDY – (Doja Cat) 6. LIKE SUGAR – (Chaka Khan) 7. I WANT CANDY – (Bow Wow Wow) Please listen to the music here: www.shorturl.at/jovM2