Image Clip

You are sugar.

In view of the health effects caused by consuming too much sugar, the supermarket chain REWE has decided to reduce the amount of sugar in its home brands. An image clip was developed to reveal the sweet core within each of us. The message “You are sugar. How much sugar do you need?” is amplified using images and music which touch people at an emotional level. The song, specially composed for the commercial, sounds like a love song and features harmonious, steady guitar sounds and a remarkable male voice.

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