Fueled by a track from rapper and Run-DMC co-founder Darryl McDaniels, this ambitious spot/music video by director Paulo Garcia and Zombie Studios in São Paulo helps raise awareness of the dietary dangers of sugar for non-profit Hip Hop Public Health.

The full-CG spot produced thru agency Area 23, stars a “master of disguise” sugar cube named Lil Sugar and highlights some of the 150+ different names for sweeteners hiding in packaged food.

Tim Hawkey, CCO at Area 23: “We wanted to create a character that would resonate with both parents and children and educate them on the harmful effects of consuming too much sugar.

“Working with a legend like DMC enables the campaign to reach key audiences, particularly those in communities that have been economically/socially marginalized, and to do so in a fun and engaging way.”
 

 
Client: Hip Hop Public Health

Agency: Area 23
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
Editorial Director: Fritznel Loriston
Editors: Jason Marin, Pete Res, Cait Gallagher, Will Randick, Madeleine Disner, Aja Horowitz, Elisabeth Fetterman, Joanna Chlebus

Production: Zombie Studios
Director: Paulo Garcia
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, Isaac Buzzola
Storyboard & Animatic: Saulo Brito, Gabriel São Marcos
Animation Director: Jonathan Souza
Concept Art: Feppa Rodriguez
Account: Stefanie Dias, Stephanie Wang

Audio: Canja Audio Culture
Audio Director: Lucas Sfair, Eduardo Karas, Filipe Resende, Bruno Veira
Audio Producer: Pedro Souza, Guilherme Moreno, Levy Mynssen
Studio Coordinator: Ana Flor Voice
Talent: Odwa Gulwa