1 in 3 children in Spain are overweight or obese. 9 to 10 parents of these obese kids don't realize their kids are suffering from it.

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 child obesity in the UE.

Spanish Ministry of Consumer Affairs wanted to change this harsh reality by launching a new regulation to reduce its consumption. But there was a strong lobby against it, due to different economic and political interests. Therefore, the ministry knew they needed the people by their side, to get support to make this new regulation -a reality-.

Collecting data from medical research, we found a match from high sugar consumption rates among Spanish children and the percentile tables from the WHO. They eat their own body weight in sugar every year.

To visualize the size of this problem, we created a collection of life-size children's sculptures made with the exact amount of sugars they eat each year -33.4kg- and place it in one of the most crowd places in Spain.

This professional campaign titled 'Sugar kids' was published in Spain in October, 2021. It was created for the brand: Spanish Ministry of Consumer Affairs, by ad agency: VMLY&R HEALTH Spain. This Ambient, Direct, and OOH Outdoor media campaign is related to the Health, Pharmaceutical, and Public Interest industries and contains 3 media assets. It was submitted about 2 years ago by Global Head of Craft, Health: Natxo Díaz of VML Health.


Advertising agency: VMLY&R HEALTH, Spain
Chief creative officer: Natxo Díaz
Creative director / Head of art: Leo Rincón
Creative supervisor: César Pérez
Art directors: Leo Rincón, Paula Terrón, Guillermo Álvarez
3D/Video artists: Leo Rincón, Nico Sierra, Luis Lemes
Copywriters: Natxo Díaz, César Pérez, Catalina Segura
Account team: Ana Richarte, Silvia Revuelto, Elvira Arzubialde
Medical team: Ana Aguirre, María Guerra
Sculptor artist: Juan Villa
Client: Daniel Ayllón, Álvaro Ferrero, Alejandra González

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