Hop Hop Public Health's sweet new rapper

Hop Hop Public Health (HHPH) – Lil Sugar

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Agency Area 23/New York
Production Company Zombie Studio
Director Paulo Garcia

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Credits

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Agency Area 23/New York
Production Company Zombie Studio
Director Paulo Garcia
Chief Creative Officer Tim Hawkey
Creative Team Angela Williams
Broadcast Producer Anna Lopez
Production/Technology Jennifer Ma
Production/Technology Chinkara Singh

Creative Team Thiago Fernandes
Creative Team Eduardo Tavares
Creative Team Arthur Daraujo
Creative Team Wid Souza
Creative Team Connor Reilly
Creative Team John Roberts
Creative Director Daniel Salles
Audio Canja Audio Culture

Executive Creative Director Elliot Langerman
Lead Art Director & Concept Art Marcelo Garcia
Animation Producer Andre Carvalho
Broadcast Producer Michael Glennon
Creative Team Fabio Rodrigues

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Aiming to improve nutrition literacy and shed light on the many sugars that are lurking in the foods we eat, AREA 23's new campaign for global non-profit organization Hop Hop Public Health (HHPH) isn't as sweet as it may first seem.

Focussing on the titular Lil Sugar, a cunning sugar cube and master of disguise voiced by Darryl “DMC” McDaniels, the film uses hard-hitting raps and unapologetic swagger to reveal the cube's sinister strategy of stealthily making his way into various foods that children and families eat.

Key to the film's success, aside from the obvious gravitas DMC brings, is the fantastic animation from Zombie Studio's Paulo Garcia, giving texture and life to the conniving mascot and making for a superbly un-saccharine execution.

In addition to the song and music video, the campaign includes an accompanying website, an interactive app, and is the subject of an engaging and colourful companion children’s book, Lil Sugar Master of Disguise, with a foreword by Dr. Olajide Williams, Founder of Hip Hop Public Health, Associate Dean of Community Research and Engagement and tenured Professor of Neurology at Columbia University, and Chief of Staff of the Department of Neurology at NewYork Presbyterian/Columbia University Irving Medical Center.

“Health advocacy is a passion of mine, and music is the ultimate form of expression when it comes to sharing important health information within our communities,” says Darryl DMC McDaniels. “I am honored to lend my voice to represent Lil Sugar and hope that we will inspire young people everywhere to make conscious decisions about nutrition and their well-being.”

“We wanted to create a character like Lil Sugar that would resonate with both parents and children and educate them on the harmful effects of consuming too much sugar,” said Tim Hawkey, CCO of AREA 23. “Working with a legend like DMC enables the campaign to reach key audiences, particularly those in communities that have been economically/socially marginalized, and to do so in a fun and engaging way.”