Products of the food industry are full of sugar and affect our health. That is why the supermarket chain REWE has decided to reduce the amount of sugar in its home brands. Instead of wagging with our fingers we communicated our mission with a commercial that made our customers a compliment and let them decide how much more sugar they need. The compliment and our slogan: „You are sugar: how much more sugar do you need?“

We wanted to prove and not only show: people are sugar. With a cast, that covered all personalities and situations where everybody finds themselves.