The Sugar Collective: Grandmas

Are we not overreacting to the dangers of sugar? Learn more about sugar at

Advertising Agency: Publicis Conseil, Paris, France
Creative Director: Olivier Altmann
Art Director: Benoit Blumberger
Copywriter: Thibaut Froment
Photographer: Jean-Yves Lemoigne
Art Buyer: Nathalie Benchetrit
Photo retouching: Fred Perrot

March 2008


sumsum's picture
615 pencils

and why should she put in sugar not beeing able to drink it???

edragal's picture
44 pencils


peterstrange's picture
141 pencils

Great art direction.

krautland's picture
3216 pencils

yes, nice art direction.
but this visual should have been a police recruitement ad or some life insurance policy thing... or hey, perhaps about underwear (can't wait to see you make *that one* work...).

xxxx's picture
19 pencils

i like it..., has got insight!

FlyingDogs's picture
968 pencils



robottttrockkkk's picture
814 pencils

la expresion de las viejas, jaja.

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Inverted's picture
193 pencils

I love the art in this one, and it is alot better than the other one. But i still think the message blows. Sugar = bad! but sugar also = money for alot of people.

capywriter's picture
5509 pencils

I totally agree with the first comment... something's wrong here. She protects herself at a moment sugar is actually harmless (I know, I get the idea of 'overreacting'), but after that she will just drink it??!

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

Actually, she's protecting herself when sugar is MOST dangerous.
Do you know how many little ol' ladies injure themselves on those sharp corners of sugar cubes? They could leave a nasty, deadly dent on the foot when dropped. And those razor-sharp edges could easily slash a delicate, papery hand if you're not careful. They have to be extra cautious until the cubes are completely dissolved in those afternoon teas with cookies...

Néstor's picture
126 pencils

excelente campaña!!

capywriter's picture
5509 pencils

Well Jet, your comment would make sense indeed... if there wasn't the 2nd execution...

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils


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