THE DARK SIDE OF SUGAR - Action on Sugar
The Dark Side of Sugar

Shortlist

Title of Entry:	THE DARK SIDE OF SUGAR
Brand:	Action on Sugar
Product/Service:	The Dark Side of Sugar
Client:	Action on Sugar
Entrant Company:	SERVICEPLAN GERMANY
Creative Team:	Global Chief Creative Officer: Alex Schill Managing Creative Director: Myles Lord Chief Creative Officer Germany: Matthias Harbeck Creative Director: Matthias Harbeck Senior Art Director: Nils Frankenbach Copywriter: Frauke Ehlers Account Manager: Antonia Lüttringhaus Teamlead Social Media Management: Svetlana Herdt Creative Media Manager: Victoria Wissmann Managing Partner: Jochen Lenhard & Benedikt Göttert Executive Producer: Stephan Moritz Music Producer: Marcel Neumann Producer: Madeliene Pfisterer & Katrin Habermann Head of Digital: Dennis Wachter User Experience Concept: Christin Dückerhoff Frontend Developer: Cornelia Pelech & Jens Tangermann Senior Art Director: Svenja Rethmeyer User Experience Designer: Niklas Barning & Karim Buchalla Head of System Administration: Heino Niemann Head of Future Commerce: Andreas Precht Senior PR & Content Consultant: Birgit Koch International PR: Lee Sharrock PR & Content Consult: Anna-Theresa Hubmann & Isabelle Schneider Planer & Berater Digital Media & Creative Media Manager: Max Leipert Consultant & Planner: Jan Stapf Managing Director: Kevin Prösel Photographer: Marco Justus Schöler Executive Producer: Simon Fessler Producer: Lukas Sterly Director / Editor: Carlo Oppermann DoP: Klaus Kneist Grading: Bernie Greiner Unit Leader: Tom Heinrich Hair & MakeUp: Sutida Vestewig Styling: Anh Ding Art Department: Lara Seelig & Darina Joordanowa Gaffer: Peter Kreil Food Styling: Pedro Torres
Other Credits:	Film Production Company: Simon & Paul Additional Film Production: NEVEREST GERMANY Recording Studio: Loft Tonstudios Berlin Sound Design/Music Company: Mokoh Music Media Agency: MEDIAPLUS GERMANY Digital Agency: HMMH GERMANY Additional Digital Agency: PLAN.NET GERMANY
Sector:	03: PUBLIC INTEREST OR CHARITY
Notes:	Every 8 seconds, a person dies from type 2 diabetes - yet the food industry continues to hide added sugar where we least expect it. Countries like Germany are not doing enough to keep the food industry transparent, resulting in people consuming sugar at levels way over their recommended daily allowance. The Dark Side of Sugar is a collection of the sweetest pop hits remade as the darkest metal cover versions to shine a light on the problem of hidden sugar. The project launched with the music video for the metal remake of “SUGAR” (formerly by Robin Schulz) on World Diabetes Day, November 14th, 2020. The video is also a PSA raising awareness about type 2 diabetes. An eerie combination of evil metal cues, occult symbolism and food photography showcases 36 common places the food industry hides extra sugar in our food. The 4-minute video also lays out the amount of time it would take for a further 25 people to die from type 2 diabetes – according to current statistics. At the end of the video, viewers are urged to learn how to protect themselves from hidden sugar on www.darksideofsugar.com. As a result, the website was visited by over 700.000 people within the first 48 hours after launch. We would like to thank our partner Shutterstock for helping us to reduce food wastage on the production of this music video.