The Sugar Collective is returning to the media with a campaign created by Publicis Conseil on the theme “Who wants a world that bans sugar?” After its summer campaign, the Sugar Collective is speaking out again with a more socially focused message and a deliberately incisive question: “Who wants to live in world that bans sugar”?
The answer is obvious: no one! The question, however, deserves to be asked at a time when health dictates are becoming increasingly harsh. The Sugar Collective campaign humorously takes to task the dangerous health effects of extreme eating behaviours, like overeating or food deprivation. Sugar primarily remains a source of pleasure that would be difficult to do without.
Depriving ourselves of sugar would mean depriving ourselves of part of a balanced diet. Eaten in moderation, sugar heightens our sense of taste and contributes to our body’s daily need for carbohydrates. To portray the madness of a world that bans sugar and, in general, a society full of restrictions and prohibitions, the new campaign depicts incongruous and absurd situations in which the criminals are none other than ice-cream vendors and bakers.
For example, viewers watch an ice cream truck chased by a police car and bakers locked up in a police van just because they were practising their trade. The campaign, comprising two visuals, appeared in national daily newspapers as well as certain magazines and was backed up by a radio campaign with the same theme.