Directed by Matthias Zentner of harvest, and cut by Brian Lagerhausen of Beast, with a track composed by Ring the Alarm music, this visually-driven campaign for Brita out of DDB was launched in efforts to combat as well as educate the American population on the overconsumption of sugar, encouraging viewers to drink more water instead.
In this spot, the 221,314 sugar cube metropolis materializes in stop motion to illustrate the amount consumed over the course of a lifetime by a can-a-day soda drinker.
In addition to the broadcast spot, Brita is also building a four-ton sugar cube city in Chelsea Market, NYC, to portray the amount of sugar consumed in the lifetime of a family of four. The stunt will be used to generate content for an integrated social-media campaign, set to launch next Spring.
Featured here on Advertising Age.