Dutch grocery store Albert Heijn secretely took a lot of sugar out of their products to see if people would notice. Nobody did so AH decided to tell everyone by means of a commercial. Ewoudt Boonstra doesn't like sogar so he grabbed the bull by the horn, so to speak. The result is a combination of stop-motion, animation, found footage and live action footage. 320 million kilo's of sugar were stopped from entering people's bodies.

Director: Ewoudt Boonstra
Agency: TBWA
Editor: Teun Rietveld
Director of Photography: Tim Kerbosch


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