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Creative Award
Paris, France
Spanish Ministry of Consumer Affairs - "Sugar Kids (Board)" by PHNX Awards 2022

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TitleSugar Kids (Board)
Agency
Campaign Sugar Kids
Advertiser Spanish Ministry of Consumer Affairs
Brand Spanish Ministry of Consumer Affairs
Date of First Broadcast/Publication 2021 / 10
Business Sector Institutional/Public Interest/Non-Profit Org.
Story 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.
Media Type Case Study
Chief Creative Officer
Creative Supervisor
Art Director
Art Director
Art Director
3D Artist
3D Artist
3D Artist
Copywriter
Copywriter
Copywriter
Account Manager
Account Manager
Account Manager
Advertising Manager
Advertising Manager
Advertising Manager