The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

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

Client Hip Hop Public Health


Craft / Art Direction

Annual ID


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




Area 23, an IPG Health Company / New York

PR / Marketing Agency

Finn Partners / NYC


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


Production Company

Asteróide Films / Curitiba
Produceria / miami

Music / Sound Production Company

Canja Audio Culture / Curitiba
Blurred Vision Entertainment / Philadelphia

Chief Creative Officer

Tim Hawkey

Digital Artist

Feppa Rodrigues

Executive Creative Director

Elliot Langerman
Guilherme Biglia

Group Creative Director

Eduardo Tavares


Aaron Stack

Sound Designer

Odwa Gulwa

Chief Executive Officer

Rodrigo Cassino

Director, Technology

Bill Hanff


Aaron Stack

Related Awards





Follow Us