Communication Objective: To raise awareness about the dangers of consuming too much sugar in an interesting and impish manner that would create an impact in the minds of those coming across the ambient. Also, prompting people to consider coming for a check up at the hospital was an objective. By showing concern for their wellbeing we were able to generate brand recall for the client. 

 

TG: Patrons of coffee shops who are likely to be at risk to succumb to diabetes and related ailments. 

 

Differentiation: Veiled like a prank but rather an important message to those favouring abundant sugar. Instead of presenting it as a warning we took the light-hearted route that is more likely to connect with the audience. By having holes in the spoons in the sugar bowls, people were unable to scoop much and the message was clear to make life sweeter by having less sugar. 

 

Result: The activity or ambient generated many smiles and laughs that translated to brand recall and also was able to spread awareness.