Action on Sugar World Diabetes Day

The Dark Side of Sugar

Agency: Serviceplan


Sugar-sweet pop lyrics meet the metal musical genre in ‘Risen from Shadows’, a new band formed to front ‘The Dark Side of Sugar’ Musical Project, launched on World Diabetes Day, November 14th to draw attention to the adverse health effects of hidden sugar in food. The project is supported by with Action on Sugar and all proceeds will be donated to the fight against diabetes.
The ‘Dark Side of Sugar’ band will give iconic sugary-sweet pop songs a metal makeover. "Is that too extreme?" asks Marcel Neumann, founder of Risen from Shadows. "No. It is not. Because sugar has an absolutely dangerous, dark side. Poor diet is a major contributor to serious and potentially fatal diseases such as type 2 diabetes. This is what we want to make clear with our music." The new music video from ‘Risen from Shadows’ illustrates these dangers in a frightening way. Features not only include the typical metal pentagrams, snakes and skulls are associated with the metal music genre, but also transforms sugar-rich food into creepy artefacts.

This professional campaign titled 'The Dark Side of Sugar' was published in Germany in November, 2020. It was created for the brands: Action on Sugar and World Diabetes Day, by ad agency: Serviceplan. This Content medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 3 years ago.


Advertising Agency: Serviceplan Berlin, Germany
Global Chief Creative Officer, Serviceplan Group: Alex Schill
Managing Creative Director, Serviceplan Berlin: Myles Lord
Creative Director: Wenke Möller-Madhana
Art Director: Nils Frankenbach
Copywriter: Frauke Ehlers
Account Director: Antonia Lüttringhaus
Production: Neverest
Music Production: Mokoh Music
Music Producers: Marcel Neumann, Stephan Mortiz
Film Production: Simon&Paul
Director: Carlo Oppermann
Executive Film Producer: Simon Fessler
Director of Photography: Klaus Kneist
Media: Mediaplus
Media Planner & Creative Media Manager: Victoria Wissmann
Head of Media: Jochen Lenhard
Web Development: hmmh multimediahaus AG
Head of Digital: Dennis Wachter
Band Photographer: Marco Justus Schöler
Making-of Videographer: Alex Schmutzler
Managing Partner: Benedikt Göttert
Stock Film Partner: Shutterstock
Music Production: Mokoh Music
Photographer: Marco Justus Schöler

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