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Lil Sugar - Master of Disguise

Award: Graphite Pencil

Graphite Pencil / Animation / Characters & Creatures / 2022

Award: Shortlist

Shortlist / Branding / Health & Wellbeing

The Lil Sugar campaign used rap, storytelling and gaming to make nutrition literacy fun and turn kids into experts on sugar. The music video was the primary driver of a larger campaign. The song, co-written and performed by rap icon Darryl DMC McDaniels from Run-DMC, exposed many of Lil Sugar's disguises and drove viewers to download the Lil Sugar app on their phones after watching the video. The film drew inspiration from famous CGI animated kids' movies as well as the swagger of 90s rap music videos, with Lil Sugar bragging about its evil plan until it is captured by the app.

  • Lil Sugar – Master of Disguise
  • Lil Sugar – Master of Disguise
  • Lil Sugar – Master of Disguise
  • Lil Sugar – Master of Disguise

What did the judges have to say?

"A campaign idea with an unexpected character that explained, in a fun way, that sugar can be found in different kinds of food. It had craft not only in the animation part, but also in the music made and interpreted by one iconic rapper from RUN DMC."

Manir Fadel, Chief Creative Officer, VMLY&R