2019 Winners & Shortlists

STUB SUGAR

Client/BrandASTER CLINICS
Product/ServiceDIABETES CHECK-UPS
EntrantTHE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Type of EntryAmbient
CategorySmall Scale Special Solutions
Idea Creation THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Media Placement THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
PR THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Production THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

Every year, around 17 million people succumb to tobacco-related diseases worldwide. Whereas sugar-related diseases kill around 38 million. The average daily sugar consumption in the UAE is 25 spoons per person. Which is 15 spoons more than what is considered safe by the World Health Organization. Yet tobacco is widely accepted as the leading health risk across the country.

Write a short summary of what happens in the ambient or digital execution or campaign.

We needed a thought-provoking visual metaphor that was simple enough to seamlessly fit into the consumer's everyday routine and powerful enough to make them reconsider the deadly habit of consuming harmful levels of sugar. So, we created our own sugar sachets. Although they were filled with regular sugar, the packaging was designed to make them look like cigarettes. We collaborated with 55 cafes across Dubai and replaced the standard sugar sachets with ours. Every time customers reached for one, they were hit with a powerful message - "Sugar is the new tobacco. Cut down on both. #StubSugar” A total of 5000 sugar sachets were created and distributed to cafes, bloggers, RJ's and other influential individuals. Most sachets remained unopened. Proving that UAE was ready to take control of their health and stub sugar.

Credits

Name Company Position
Alok Gadkar The Classic Partnerhsip Executive Creative Director
Abhay Chawak The Classic Partnerhsip Associate Creative Director
Alok Gadkar The Classic Partnerhsip Art Director
Anshuman Bhattacharya The Classic Partnerhsip Copywriter
Abhay Chawak The Classic Partnerhsip Art Director
Nilesh Naik The Classic Partnerhsip Copywriter
Pulkit Vashisht The Classic Partnership Account Director
Sarah Rizvi The Classic Partnership Account Manager
Vitthal Deshmukh The Classic Partnership Head of Production
Mohammed Salim Allawi The Classic Partnership Senior Account Manager PR
Arunima Vijayanand The Classic Partnerhsip Account Executive PR
Ankhurr Chawak Ankhurr Chawak Associate Creative Director
Avaice Haider Avaice Haider Photographer
Kailash shankar RGB Animator
Al Hazar Hussain RGB Senior Editor
Ashwin Menon RGB Producer
Raee PR Raee PR PR Agency
RGB RGB Production