Master of Disguise

O cantor de hip hop Darryl McDaniels, do Run DMC, é a voz do personagem Lil Sugar, um cubo de açúcar animado de campanha criada pela Area 23 para a organização sem fins lucrativos Hip Hop Public Health e que tem o objetivo de aumentar a conscientização do público sobre os açúcares ocultos em muitos alimentos.

O personagem protagoniza um videoclipe  (assista abaixo) que destaca como o açúcar pode se disfarçar sob diferentes nomes, escondido em diversos tipos de comida. Para tanto, as cenas mostram o cubo de açúcar usando inúmeros "disfarces". A animação é da produtora brasileira Zombie Studio.

A música original que embala o clipe explica como o açúcar se esconde nos alimentos, fazendo a pessoa ter vontade de comer e levando ao diabetes e à obesidade.

O esforço também destaca o personagem Lil Sugar neste site, em um aplicativo interativo e no livro infantil "Lil Sugar Master of Disguise". A obra conta com um prefácio do Dr. Olajide Williams, fundador da Hip Hop Public Health, reitor associado de pesquisa e envolvimento com a comunidade e professor titular de neurologia na Universidade de Columbia.

"O objetivo da campanha é fornecer aos pais, filhos, educadores e ao público em geral as ferramentas que eles precisam conhecer para tomar medidas contra as consequências prejudiciais do consumo de muito açúcar", afirma Williams.

Na ficha técnica estão os brasileiros Thiago Fernandes, Fabio Rodrigues, Eduardo Tavares, Arthur Daraujo, Widerson Souza, da Area 23, além de toda a equipe brasileira da Zombie Studio, da Canja Audio Culture e da Bizsys.

Ficha Técnica:

AREA 23, AN IPG HEALTH COMPANY
CHIEF CREATIVE OFFICER: Tim Hawkey

EXECUTIVE CREATIVE DIRECTOR: Elliot Langerman

CREATIVE TEAM: Thiago Fernandes, Fabio Rodrigues, Eduardo Tavares, Arthur Daraujo, Widerson Souza, Connor Reilly, John Roberts, Angela Williams

TECHNOLOGY & PRODUCTION
EVP, DIRECTOR INTEGRATED PRODUCTION: Jennifer Ma

SVP, DIRECTOR TECHNOLOGY: Bill Hanff

SVP, GROUP DIRECTOR, BROADCAST PRODUCTION: Chinkara Singh

VP, DIRECTOR TECHNOLOGY: Joel Herold

VP, DIRECTOR PRINT PRODUCTION: Frank Laport

ASSOCIATE DIRECTOR TECHNOLOGY: Aaron Stack

SENIOR DEVELOPER: Daniel Englert

DEVELOPER: Kary Huang

SENIOR UX ARCHITECT: Matt Piwowarsky

UX ARCHITECT: Peter Mylonas

BROADCAST PRODUCER: Michael Glennon

EXECUTIVE PRODUCER, BROADCAST: Anna Lopez

MEDICAL
EVP, MEDICAL DIRECTOR: Wolf Gallwitz, PhD

MEDICAL RESEARCH: Aldacilene Souza da Silva, PhD

EDITORIAL
SVP, EDITORIAL DIRECTOR: Fritznel Loriston

EDITORS: Jason Marin, Pete Res, Cait Gallagher, Will Randick, Madeleine Disner, Aja Horowitz, Elisabeth Fetterman, Joanna Chlebus

CORPORATE COMMUNICATIONS
DIRECTOR, CORPORATE COMMUNICATIONS: Chido Tsemunhu

VP, GLOBAL CORPORATE COMMUNICATIONS: Jessica Spano

HIP HOP PUBLIC HEALTH
FOUNDER & BOARD CHAIR: Dr Olajide Williams

EXECUTIVE DIRECTOR & CEO: Lori Rose Benson

ADVISORY BOARD MEMBER/MUSIC PERFORMED BY: Darryl DMC McDaniels

BOARD MEMBER: Eric Pliner

CHIEF STRATEGY ENGAGEMENT OFFICER: Patrice Webb

CHIEF PROGRAMS OPERATION OFFICER: Lindsay Harr

MARKETING STRATEGIST: Mariam Bekele

CHIEF GROWTH ADVISOR: Melinda Gould

HEALTH EDUCATION CONTENT REVIEWERS: Andrew Milne, Vanessa Sawyer

COMPOSER, LYRICIST, PRODUCER: Q. Worthy (Blurred Vision)

LYRICIST: BJ Gray (Blurred Vision)

ADVISORY BOARD MEMBER: Tony Drootin (Sound on Sound Studios)

SPECIAL THANKS: Erik Blamoville, Jonathan Bloom

ZOMBIE STUDIO
DIRECTOR: Paulo Garcia

CREATIVE DIRECTOR: Daniel Salles

EXECUTIVE PRODUCER: Nathalia Gouveia

LEAD ART DIRECTOR/CONCEPT ART: Marcelo Garcia

ANIMATION PRODUCER: André Carvalho

CGI LEAD: Claudio Junior

CGI LEAD/TECHNICAL DIRECTOR: Wallan Oliveira

CGI LEAD/TECHNICAL DIRECTOR: Isaac Buzzola

STORYBOARD & ANIMATIC: Saulo Brito

STORYBOARD & ANIMATIC: Gabriel São Marcos

ANIMATION DIRECTOR: Jonathan Souza

CONCEPT ART: Feppa Rodriguez

ACCOUNT: Stefanie Dias

ACCOUNT: Stephanie Wang

CANJA AUDIO CULTURE
AUDIO DIRECTOR: Lucas Sfair

AUDIO DIRECTOR: Eduardo Karas

AUDIO DIRECTOR: Filipe Resende

AUDIO DIRECTOR: Bruno Veira

AUDIO PRODUCER: Pedro Souza

AUDIO PRODUCER: Guilherme Moreno

AUDIO PRODUCER: Levy Mynssen

STUDIO COORDINATOR: Ana Flor

VOICE TALENT: Odwa Gulwa

BIZSYS
CEO: Rodrigo Cassino

HEAD OF DEVELOPMENT: Renato Caetano

UX DESIGNER & MOTION GRAPHICS: Samuel Callegari

UX DESIGNER & MOTION GRAPHICS: Thayná Shimoda

PRODUCT MANAGER: Danielle Medeiros

PRODUCT MANAGER: Jessica Pacino

ASTEROIDE FILMS
EXECUTIVE & CREATIVE DIRECTOR: Guilherme Biglia

CREATIVE & POST DIRECTOR: Giuliano Biondi

PRODUCER: Amanda Ricciardi

PRODUCER: Giulia Povezan

EDITOR: André Albuquerque

ART DIRECTOR: Carlos Karan

PRODUCERIA
CEO: Sid Fernandes

FINN PARTNERS
GLOBAL CHIEF DIVERSITY OFFICER: Helen Shelton