“Excess sugar is bad for you. But that’s no news!”
It was precisely this tension that became a starting point for Vitagen Less Sugar’s new campaign. And we asked - how do we package verbose scientific studies into a fun and relatable campaign?
Enter, Sugar Man.
Dressed as a sugar cube, you’ll find him creeping behind your desk or sneaking into your room. Uninvited, unasked for, he’s always being extra. Or as we say in Singapore - such a Kaypoh!
While we’re still working on the numbers, we did manage to generate some buzz amongst the social bees saying - It’s too much sugar man!
Creative heads: Akanksha Jain & Ozkan Kusay
Art Direction: Harshmeet Kohli
All material produced is a copyright of Grey Group Singapore.