MAKING SUGAR HISTORY 

Copywriters - Arendse Oline Rohland and Elissa Gonzalez 

Challenge:

Create awareness that the German supermarket chain, Edeka, has actively reduced the amount of sugar in over 150 of their products over the past years.

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Insight:

We see products marked with "less sugar" everywhere, but it's hard to picture how much a percentage of sugar can add up to.

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Idea:

We collaborate with an artist to recreate historical sculptures out of the sugar that is now "history" in Edeka products.

TEASER ADS

Place OOH teasers announcing a big art exhibit opening at the Museum fur Kunst und Gewerbe. The same poster will be used as postcards to be sent to prominent people of the art world.

REVEAL

After the big opening, the exhibit becomes open to the public with the announcement that Edeka is behind it.

MUSEUM PIECE

CASEBOARD