The One Show
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Lil Sugar – Master of Disguise
Agency Area 23, An IPG Health Company / New York + HIP HOP PUBLIC HEALTH / New York + Canja Audio Culture / Curitiba + ZOMBIE STUDIOS / Sao Paolo
Category
Craft / Art Direction
Annual ID
OS22_DE136M
About the Work
BACKGROUND: Added sugar is in most packaged foods, but it goes by 150+ obscure names, worsening the nutritional knowledge gap in the already disadvantaged black communities and contributing to the obesity epidemic.
The Lil Sugar campaign uses rap, storytelling, and gaming to make nutrition literacy fun and turn kids and parents into bona fide sugar experts.
It creates a recognizable visual system, that works together across different media to expose all of sugar’s disguises.
Multiple visual languages (CGI film, gouache storybook, App system, branding and typography) are all tying together vital health education in an unexpectedly fun way.
Consistent throughout all its different campaign elements and platforms, the color palette is inspired by vibrant and powerful colors of the traditional candy shop universe.
The Lil Sugar logo features lettering with a sugar-crystal coated texture and gum-like elasticity that was deliberately designed to look like a sweet, chewy treat.
Whimsical at first glance, each one of the 150+ disguises is actually the result of careful research into the relationship between sugar and culture.
All typography was handcrafted to achieve an aesthetic that not only reflects the personality of the main character but also captures the unique attributes of each disguise.
The music video speaks to kids through candy-colored, Pixar-style animation, and to adults by evoking the swagger of the 90s gangsta rap music video vibe, full of cultural Easter eggs.
Every illustration in the book was painted with gouache, a substance made with a mixture of powdered pigment suspended in gum arabic and honey, two forms of sugar.
Each page is filled with a colorfully detailed background that includes subtle visual elements and pop culture Easter eggs associated with the character’s disguise.
The app turns captured sugars into collectible cards, which in turn can be used to battle other sugars.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an IPG Health Company / New York
PR / Marketing Agency
Finn Partners / NYC
Client
Andrew Milne
Darryl “DMC” MacDaniels
Dr Olajide Williams
Eric Pliner
Erik Blamoville
Jonathan Bloom
Lindsey Harr
Lori Rose Benson
Mariam Bekele
Melinda Gould
Patrice Webb
Vanessa Sawyer
Client / Brand
HIP HOP PUBLIC HEALTH / New York
Production Company
ZOMBIE STUDIOS / Sao Paulo
Asteróide Films / Curitiba
BizSys
Produceria / miami
Music / Sound Production Company
Canja Audio Culture / Curitiba
Blurred Vision Entertainment / Philadelphia
Chief Creative Officer
Tim Hawkey
Creative Director
Carlos Karan
Daniel Salles
Giuliano Biondi
Digital Artist
Feppa Rodrigues
Director
Christine Anikso
Paulo Garcia
Editor
Pete Res
Aja Horowitz
André Albuquerque
Cait Gallagher
Elisabeth Fetterman
Fritznel Loriston
Jason Marin
Joanna Chlebus
Madeleine Disner
Will Randick
Executive Creative Director
Elliot Langerman
Guilherme Biglia
Executive Producer
Chinkara Singh
Jennifer Ma
Nathalia Gouveia
Group Creative Director
Eduardo Tavares
Illustrator
Arthur Daraujo
Eduardo Tavares
Music Supervisor
Bruno Vieira
Eduardo Karas
Filipe Resende
Lucas Sfair
Q. Worthy
Producer
Amanda Ricciardi
Andre Carvalho
Anna Lopez
Antonio Pinto
Caitlin Boyle
Frank Laport
Giulia Povezan
Guilherme Moreno
Ian Smith
Levy Mynssen
Michael Glennon
Pedro Souza
Sid Fernandes
Stefanie Dias
Stephanie Wang
Tony Drootin
Product Manager
Ana Flor
Danielle Medeiros
Jessica Pacino
Programmer
Aaron Stack
Social Media Manager
Chido Tsemenhu
Helen Shelton
Jessica Spano
Sound Designer
Odwa Gulwa
User Experience Designer
Daniel Englert
Joel Herold
Kary Huang
Matt Piwowarsky
Peter Mylonas
Renato Caetano
Samuel Callegari
Thayná Shimoda
Chief Executive Officer
Rodrigo Cassino
Director, Technology
Bill Hanff
Technologist
Aaron Stack
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