Rethink Sugary Drink Alliance launches ‘the crappiest ad in the world’ via Cocogun
Coffee Cocoa Gunpowder have launched a new campaign for the Rethink Sugary Drink Alliance.
The campaign is supported by 19 organisations that make up the Alliance, including Cancer Council Victoria, Australian Dental Association, Diabetes Australia, Nutrition Australia and Kidney Health. Through its surprising, visceral execution, it aims to get young people – specifically Gen Z and Millennials – thinking twice about the amount of sugar in soft drinks and the health risks associated with over-consumption.
Shockingly, a 600ml bottle of soft drink contains up to 16 teaspoons of sugar and one in six Aussie teenagers consumes at least 5kg of sugar each year from sugary drinks alone. Regular consumption can cause tooth decay, obesity and kidney disease. Obesity is a leading risk factor for Type 2 diabetes, heart disease and some cancers.
Says Craig Sinclair, head of prevention, Cancer Council Victoria: “We know that for a long time the sugar-sweetened beverage companies have been promoting, with glorious effect, the attributes of downing soft drinks. Many of which contain far more sugar than our body has the capacity to cope with. We found that many people, particularly young people, are unaware of the sheer volume of sugar found in these products. We also know, through our tobacco and sun protection campaigns, that ‘scare’ campaigns absolutely work to drive behaviour change.”
Says Ant Melder, creative partner, Cocogun: “16 teaspoons of sugar in one drink is pretty grim. And the consequences are dire. We wanted to bring people’s attention to this in a way that makes it difficult to ignore or dismiss. This is definitely the shittiest campaign we’ve ever worked on but we’re really happy with how it turned out.”
The campaign is currently running on YouTube, Instagram, Facebook and TikTok.
Coffee Cocoa Gunpowder
Creative Partner: Ant Melder
Copywriter: Lewis Clarke
Art Director: Lauren Maneschi
Senior Business Director: Emily Hahn
Head of Design: Chris Clausen
Head of Social: Hayden Wright
Producer: Monique Pardavi
Cancer Council Victoria/Rethink Sugary Drink
Head of Prevention: Craig Sinclair
Head of Media and Communications: Kelly Dienaar
Marketing Manager: Radhika Lucas
Media and Communications Advisor: Natalie Kaplan
Media and Communications Officer: Clare O’Shea
Tasty Films
Director/DP: Brendan Isaac
Managing Director/Executive Producer: Andrew Wareham
Producer: Andrew Leslie
Smith and Western Sound
Executive Producer: Dan Higson
Composer/Sound Designer: Nick West
9 Comments
Love this — love the colors and lighting. Simple and beautiful.
Ah that got me. Nice one.
Lovely work Lewis and team!
Great work Coco Gun – well done. This is good shit!
not in a good way
There’s so much competing for attention here.
1. Instagram (for some reason)
2. Food-stylist behind the scenes
3. Food-stylist shots
4. The twist.
Kill the first two and you’ve got a coherent ad instead of whatever cut up mess this is.
Poor storyboarding and art direction – first 5 secs are wasted on trying too hard to be “cool” and tell a story on top of the story. The rest of the spot is fine, but not exactly surprising or visceral – more like the first page of image results for “scare campaign”.
Could have used an edit to simplify the takeaway, and some original thinking beyond clichés.
Looks like the first response to brief with the first insight found – lacking cohesion and a much-needed edit. The first segment is woefully cliché, and trying too hard to appeal to “young people who like Instagram behind the scenes and drink soft drinks”.
That’s disgusting. I love it.