Sugar City

The Goal
Make people rethink what they drink.

The Idea
Half of Americans drink at least one soda a day. We made that impossible to ignore.

We built an installation that turned the sugar in everyday drinks into full-scale “buildings,” so people could see just how much they were consuming. It’s easy to ignore numbers. It’s harder to ignore something you can stand next to.

The idea extended into film, digital, and OOH with behind-the-scenes content that extended the idea and showed how it was made.