There’s a new heavy metal band called Risen From Shadows. It’s angry, looks devilish, sounds violently harsh and was created for good. The band fronts the musical project, The Dark Side of Sugar, which launched its first music video on World Diabetes Day, November 14. The song is a metal cover of Frankie J’s Suga Suga and the video makes it clear that its aim is to highlight the adverse health effects of hidden sugar in food. Included in the usual metal imagery – pentagrams, snakes and skulls – are sugar-rich foods presented as creepy artefacts.
The project was created by Serviceplan Berlin, supported by Action on Sugar, and all proceeds will be donated to the fight against diabetes. While more and more people suffer from dangerous diseases such as Type 2 diabetes, the food industry continues to hide sugar in our food.
“Is that too extreme?” Marcel Neumann, founder of Risen from Shadows, asked. “No. It is not. Because sugar has an absolutely dangerous, dark side. Poor diet is a major contributor to serious and potentially fatal diseases such as type 2 diabetes. This is what we want to make clear with our music.”
Suga Suga is the second song in a collection of famous sugary-sweet pop songs given a metal makeover. The band worked on its debut throughout Lockdown 2020 in studios in Berlin and Dortmund. The first single release, a cover of the hit, I Want Candy, by Bow Wow Wow, was released on Halloween. The release of the entire album is planned for the end of 2020. The campaign is hosted on the website darksideofsugar.com, which details foods the industry hides sugar and how to identify it. The project can also be found on Instagram (@risenfromshadowsband), Facebook (@risenfromshadows) and Tik Tok (@risen_from_shadows).
Myles Lord, managing creative director, Serviceplan Berlin, commented, “Music has always been a great way to reach people – music travels further and deeper than any advertising campaign ever could and ultimately becomes part of the culture. And with today’s platforms like Spotify and Apple Music we have the incredible opportunity for the fans to engage and become part of the initiative. Through the Dark Side of Sugar project, we aim to educate and inspire change to reduce harm. And empower people to help raise funds for charity, by simply pressing play on their favorite streaming platform.”
The campaign is backed by the band, Risen from Shadows, Mokoh Music Berlin and production company, Simon&Paul, as well as agencies, Serviceplan Berlin and Mediaplus, and the support of the British non-profit organisation, Action on Sugar. They are all united by the goal of drawing attention to hidden sugars in food.
Holly Gabriel, registered nutritionist at Action on Sugar explained, “We were thrilled to support Serviceplan with this innovative campaign which aims to draw attention to where sugar is added unnecessarily to the food and drink we consume every day, often without us realising. Action on Sugar has successfully created international awareness about the impact of excess sugar consumption on population health.
As a result, some manufacturers and retailers have started to reduce sugar in their products and provide healthier options. But we still need more transparency in the food industry, better labelling and improved products so we can all make informed choices.”
Funds raised from the project will be donated to diabetesDE, Deutsche Diabetes-Hilfe e.V.
Agency: Serviceplan Berlin
Global Chief Creative Officer, Serviceplan Group: Alex Schill
Managing Creative Director, Serviceplan Berlin: Myles Lord
Creative Director: Wenke Möller-Madhana
Art Director: Nils Frankenbach
Copywriter: Frauke Ehlers
Account Director: Antonia Lüttringhaus
Production Company: Neverest
Music Production: Mokoh Music
Music Producers: Marcel Neumann & Stephan Mortiz
Film Production: Simon&Paul
Director: Carlo Oppermann
Executive Film Producer: Simon Fessler
Director of Photography: Klaus Kneist
Media Planner & Creative Media Manager: Victoria Wissmann
Head of Media: Jochen Lenhard
Web Development: hmmh multimediahaus AG
Head of Digital: Dennis Wachter
Band Photographer: Marco Justus Schöler
Making-of Videographer: Alex Schmutzler
Managing Partner: Benedikt Göttert
Stock Film Partner: Shutterstock