2022 Winners & Shortlists

Translation. Provide a full English translation of any text.

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Please tell us about the social behaviour and / or cultural insights that inspired your work

The Internet. The cruellest playground in the world. Where trolls bully perfect strangers, and the victims of their hate messaging and body shaming are left to suffer Low self-esteem, severe depression, eating disorders, lower academic scores, long-term psychological ailments, inflict self-harm or even take their own lives. Our client/brand, a small, albeit world-class chocolate shop/ influencer chef, made the strategic decision not to take on his local competition but instead the entire dark side of the Internet. So, no small challenge and a rather brave (ballsy) thing to attempt. The idea? To sugarcoat means to glaze or coat chocolate with something sweet. But it’s also a typical phrase used to explain or say something in a manner that is easier to accept, understand or cope with. Our idea - what if the Internet could be sugarcoated, or rather all the hateful comments that trolls write? @alltrolls, come on, atleast #SugarcoatIt.