| Titolo | Sugar Kids (Board) |
| Agenzia |
VMLY&R Health
|
| Campagna |
Sugar Kids
|
| Cliente |
Spanish Ministry of Consumer Affairs
|
| Marca |
Spanish Ministry of Consumer Affairs
|
| Data di Prima Diffusione/Publicazione |
2021 / 10
|
| Settore | Enti/Istituzioni/Organizzazioni no-profit
|
| Trama | 1 in 3 children in Spain are overweight or obese. 9/10 parents of these obese kids are unaware of the issue. Each child in Spain consumes an average of 33.4kg of sugar per year, the equivalent to their own body weight, giving Spain the 2nd highest rate of sugar consumption in the UE. Spanish Ministry of Consumer Affairs wanted to change this issue by launching a new regulation to reduce its consumption. However, there was engrained social, economic and political opposition to this policy. The ministry needed to create a social u-turn in public opinion if this new regulation was to be approved. Collecting data from medical research, we found a direct correlation between the high sugar consumption rates among Spanish children and the percentile tables from the WHO. That is - each Spanish child eats their own body weight in sugar every year. To visualize the size of this problem, we created a collection of life-size children's eye-catching sculptures made with the exact amount of sugar they eat each year -33.4kg-. We then placed the sculptures it in one of the most family friendly and crowded public areas in Spain and invited media, press and parents and lobby groups to the sculptures. |
| Tipo di Media |
Case Study
|
| Chief Creative Officer |
Natxo Díaz
|
| Creative Supervisor |
César Pérez
|
| Art Director |
Leo Rincón
|
| Art Director |
Paula Terrón
|
| Art Director |
Guillermo Álvarez
|
| 3D Artist |
Leo Rincón
|
| 3D Artist |
Nico Sierra
|
| 3D Artist |
Luis Lemes
|
| Copywriter |
Natxo Díaz
|
| Copywriter |
César Pérez
|
| Copywriter |
Catalina Segura
|
| Account Manager |
Ana Richarte
|
| Account Manager |
Silvia Revuelto
|
| Account Manager |
Elvira Arzubialde
|
| Advertising Manager |
Daniel Ayllon
|
| Advertising Manager |
Álvaro Ferrero
|
| Advertising Manager |
Alejandra González Pérez
|
| Chief creative officer |
Natxo Díaz |
| Creative director / Head of art |
Leo Rincón |
| Creative supervisor |
César Pérez |
| Art Directors |
Leo Rincón, Paula Terrón, Guillermo Álvarez |
| 3D/Video artists |
Leo Rincón, Nico Sierra, Luis Lemes |
| Copywriters |
Natxo Díaz, César Pérez, Catalina Segura |
| Account team |
Ana Richarte, Silvia Revuelto, Elvira Arzubialde |
| Medical team |
Ana Aguirre, María Guerra |
| Escultor |
Juan Villa – Prometeo Escultura |
| Equipo Ministerio de Consumo |
Daniel Ayllón, Álvaro Ferrero, Alejandra González |
