MAKING SUGAR HISTORY
Copywriters - Arendse Oline Rohland and Elissa Gonzalez
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.
We see products marked with "less sugar" everywhere, but it's hard to picture how much a percentage of sugar can add up to.
We collaborate with an artist to recreate historical sculptures out of the sugar that is now "history" in Edeka products.
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.
After the big opening, the exhibit becomes open to the public with the announcement that Edeka is behind it.