MANGEZ MOINS DE SUCRE !
No sugarman’s land
Advertising campaign
2023
“Eat Less Sugar” is a prevention campaign launched by the Ministry of Health and Solidarity, National Health Insurance, and the National Institute for Prevention and Health Education (INPES). For the past 25 years, France has seen a rise in overweight, obesity, and type 2 diabetes, linked to poor diet and insufficient physical activity.
This campaign aims to raise awareness about the risks of excessive sugar consumption and promote a balanced diet.
Inspired by the iconic May ’68 slogan “Sous les pavés, la plage” (“Under the cobblestones, the beach”) — a symbol of freedom and social revolution in France —
this concept replaces cobblestones with sugar cubes, revealing a vibrant, healthy world beneath them. Inspired by the playful, colorful spirit of the 1970s, fruit and vegetable characters lead a joyful revolution, breaking the sugar cubes with kitchen utensils as their tools to carry out their mission.
Slogan
Under the (sugar) cobblestones, health
Educational website presenting the campaign, the growing issue of obesity in France, and informations on the benefits of fruits and vegetables, diet, and health.
Interactive app in which players choose their character and utensil to battle sugar in a magical world, following a Mario Bros-style gameplay. The goal is to break all the sugar cubes. Completing levels makes your character healthier and rewards extra lives, turning the game into a fun, interactive journey toward better health.