Hip Hop Public Health

Lil Sugar

Agency: Area 23


As recent data show, the already alarming disparities in obesity rates among children ages two through 17 have increased since the onset of the COVID-19 pandemic, likely due to a combination of factors such as school closings, shutdowns of organized youth sports, and limited after-school activities, coupled with challenges in accessing fresh nutritious foods, and increased consumption of comfort foods that contain excessive amounts of fat and sugar. As a result, the pandemic has accelerated childhood obesity, putting young people at a higher risk for type 2 diabetes and other health issues. “Lil Sugar” aims to improve nutrition literacy and shed light on the many sugars that are lurking in the foods we eat.
The campaign centers around the character “Lil Sugar” – a cunning sugar cube and master of disguise whose primary goal is to ensure that no one recognizes who or what it truly is or where it’s hiding until it’s too late. Lil Sugar is introduced in an original song and animated hip-hop music video that features Darryl “DMC” McDaniels of RUN DMC as the voice of Lil Sugar. As a hip-hop legend, community advocate, and health enthusiast, DMC uses hard-hitting raps and unapologetic swagger to reveal Lil Sugar’s sinister strategy of stealthily making his way into various foods that children and families eat.

This professional campaign titled 'Lil Sugar' was published in United States in October, 2021. It was created for the brand: Hip Hop Public Health, by ad agency: Area 23. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 2 years ago.


Advertising Agency: Area 23, an IPG Health Company
Chief Creative Officer: Tim Hawkey
Executive Creative Director: Elliot Langerman
Creative Team: Thiago Fernandes, Fabio Rodrigues, Eduardo Tavares, Arthur Daraujo, Widerson Souza, Connor Reilly, John Roberts, Angela Williams
EVP, Director Integrated Production: Jennifer Ma
SVP, Director Technology: Bill Hanff
SVP, Group Director, Broadcast Production: Chinkara Singh
VP, Director Technology: Joel Herold
VP, Director Print Production: Frank Laport
Associate Director Technology: Aaron Stack
Senior Developer: Daniel Englert
Developer: Kary Huang
Senior UX Architect: Matt Piwowarsky
UX Architect: Peter Mylonas
Broadcast Producer: Michael Glennon
Executive Producer, Broadcast: Anna Lopez
EVP, Medical Director: Wolf Gallwitz
Medical Research: Aldacilene Souza da Silva
SVP, Editorial Director: Fritznel Loriston
Editors: Jason Marin, Pete Res, Cait Gallagher, Will Randick, Madeleine Disner, Aja Horowitz, Elisabeth Fetterman, Joanna Chlebus
Director, Corporate Communications: Chido Tsemunhu
VP, Global Corporate Communications: Jessica Spano
Founder & Board Chair: Dr Olajide Williams / Hip Hop Public Health
Executive Director & CEO: Lori Rose Benson
Advisory Board Member/Music Performed by: Darryl DMC McDaniels
Board Member: Eric Pliner
Chief Strategy Engagement Officer: Patrice Webb
Chief Programs Operation Officer: Lindsay Harr
Marketing Strategist: Mariam Bekele
Chief Growth Advisor: Melinda Gould
Health Education Content Reviewers: Andrew Milne, Vanessa Sawyer
Composer, lyricist, producer: Q. Worthy / Blurred Vision
Lyricist: BJ Gray / Blurred Vision
Advisory Board Member: Tony Drootin / Sound on Sound Studios
Special Thanks: Erik Blamoville, Jonathan Bloom
Director: Paulo Garcia / Zombie Studios
Creative Director: Daniel Salles
Executive Producer: Nathalia Gouveia
Lead Art Director/Concept Art: Marcelo Garcia
Animation Producer: André Carvalho
CGI Lead: Claudio Junior
CGI Lead/Technical Director: Wallan Oliveira
CGI Lead/Technical Director: Isaac Buzzola
Storyboard & Animatic: Saulo Brito
Storyboard & Animatic: Gabriel São Marcos
Animation Director: Jonathan Souza
Concept Art: Feppa Rodriguez
Account: Stefanie Dias
Account: Stephanie Wang
Audio Director: Lucas Sfair / Canja Audio Culture
Audio Director: Eduardo Karas
Audio Director: Filipe Resende
Audio Director: Bruno Veira
Audio Producer: Pedro Souza
Audio Producer: Guilherme Moreno
Audio producer: Levy Mynssen
Studio Coordinator: Ana Flor
Voice Talent: Odwa Gulwa
CEO: Rodrigo Cassino / BizSys
Head of Development: Renato Caetano
UX Designer & Motion Graphics: Samuel Callegari
UX Designer & Motion Graphics: Thayná Shimoda
Product Manager: Danielle Medeiros
Product Manager: Jessica Pacino
Executive & Creative Director: Guilherme Biglia / Asteroide Films
Creative & post Director: Giuliano Biondi
Producer: Amanda Ricciardi
Producer: Giulia Povezan
Editor: André Albuquerque
Art Director: Carlos Karan
CEO: Sid Fernandes / Produceria
Global Chief Diversity Officer: Helen Shelton / Finn Partners

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