Image Film

You are sugar.

The image film “You are sugar.” is part of a campaign by the German supermarket chain REWE. It aims to communicate its decision to reduce the amount of sugar in its home brands. The campaign suggests that all men and women are already “sweet enough”, meaning that they are all right the way they are and actually don’t need that much more sugar. Vividly celebrating the motto “You are sugar: how much more sugar do you need?”, this film features a range of different people and situations for everyone to identify with.

Red Dot

Credits

Client:

REWE Markt GmbH, Cologne, Germany
Design:

thjnk Hamburg GmbH, Hamburg, Germany
Head of Marketing:

Elke Wilgmann REWE Markt GmbH
Project Management:

Julia Eßer Julia Kell REWE Markt GmbH
Chief Creative Officer:

Armin Jochum
Managing Director Creation:

Michael Ohanian
Creative Direction:

Paul Carrera (Art) Thimon Machatzke (Text)
Art Direction:

Stefanie Hilker Sara Linke
Text:

Fritz Grobien
Strategic Planning:

Michael von Bach Fabian Bastian
Account Management:

Patrick Hammer Matthias Ganser Laura Reinauer Tanja Hinrichs
Executive Production:

Swenja Krosien