Each year, Spanish kids eat their own body weight in sugar....Read MoreChallengeIn Spain, there is an extremely high consumption of sugar amongst children, and one out of every three children suffer from being overweight or obese.From the ages of 9 to 12, the average child in Spain consumes 33.4 kg of added sugar each year — the equivalent of their own body weight....Read MoreIdeaWe created a unique collection of children's sculptures made of sugar. They were placed in the main train station of Madrid so that everyone could see this harsh reality and start a conversation to try to solve this massive problem....Read MoreResultsWith a budget of just €11,790, the campaign resulted in:More than 1,242 appearances in media284M+ media impressions€7.2 million of earned media coverageTrending topic on TwitterA new law to reduce sugar consumption...Read MoreRelated ContentContent type- Any -ArticleBAV BrandBasic pageBrandCase StudyClientCountryFlightItineraryJobLandingLocationPersonRegionRegional MenuSocial MenuStyleguideRelated Categories (field_related_categories)Related Clients (VERF selector)- Restricted access -. 30% ClubAbsolutACCActiviaadidasAgeas Federal Life InsuranceALICORPAlproAmaroAmbliopia Campaña MundialAmerican Academy LarnacaAmnesty InternationalAmnistía InternacionalArçelikAthosAustralian UnityBaby Quest FoundationBaileysBank of CyprusBank of CyprusbeIN SportsBetty CrockerBeymenBICBIMBOBiogen and FundAMEBlack Executive CMO AllianceBNP ParibasBond UniversityBoonthavornBootsBootsBreilBridgestoneBumble IndiaBurger KingCafé de ColombiaCaltexCanadian Women's FoundationCancer DojoCenter for ludomaniCenter ParcsCentrumCharalCity of HopeCoca-ColaCoffee ClubColgateColgateColizeyCristal BeerCytaDanoneDanoneDANONE AGUASDarnitsaDefence Force RecruitingDell IndiaDell TechnologiesDepartamento de la FamiliaDifflamEarthquake CommissionEdgarsEdgeEfes PilsenEgekildeElena'sEtiEurekaEuroLifeFantaFaxe KondiFaxe Kondi BoosterFederal Prosecution ServiceFluffyFordFordFOUSPFritz HansenGatdaGazeta.plGazeta.plGenikes InsuranceGEODISGeodisGileadGoldenGoodlife Health ClubsGoogleGoogleGreenpeaceGrigoriou AllantikaGrundigHarinera del ValleHeineken GroupHill'sHindustan UnileverHonest Eggs Co.HopiHuman Rights CampaignHuman Rights FoundationIchitan BeveragesIdéalIKEAIKEAIKEAIninalIntelIntelIt's Everyone's JourneyJCC Payment SystemsJCDecauxJohanniterKaracaKDogKFCKindness FactoryKraft HeinzLand Transport AuthorityLanitis | Coca-Cola HBCLazy SneakersLegacyLesieurLibertyLiberty BusinessLifeDirectLINK4Lombard Odier LottoMacca'sManpower RecruitmentMastercardMaxx FlashMediacorpMeta PortalMigrosMilnutri Sure Ministry of HealthMint*dMiss AmericaMonash UniversityMondelezMotorolaMovistarMr. Brown CyprusMr. ProperNasha RiabaNational Library BoardNative Women’s Association of CanadaNetflixNetflixNew BalanceNew York Office of the MayorNiubizNo7Noizz.plOKEYOPAP CyprusOPAP Cyprus & Press and Information OfficeOzFishPaulPeakPernod RicardPfizerPizza HutPKU FoundationPozitifPRIME VIDEOPS4PugetPZUQFCCQueensland RailRed BullReutersRinsoRipcurlRipioRolling StoneRådet for Sikker TrafikSADIASalsas La ConstanciaSamsungSeezSettle CyprusSignalSophia For Children Sorriso (a Colgate-Palmolive brand)SpillemyndighedenSpotifySpriteSTAMMAStandard ProcedureStarbucksStats NZSuzukiTEBTECTelefónica VivoTennessee TourismTe Whatu Ora/Ministry of HealthThe Coca-Cola CompanyThe Coffee ClubThe Female CompanyTHINK!TUITwitterTürkiye İş BankasıU.S. Census BureauU.S. Dept. of Health & Human ServicesU.S. NavyUber EatsUnder ArmourUNILEVERUnipadsUnited RentalsupGradVehbi Koç VakfıViagra ConnectVodacomVodafoneVodafoneVodafone VakfıVolkswagenVolvicVoyTuristeando / Compañía de Turismo de Puerto RicoWaterAidWecasablancaWendy'sWhirlpoolWork by Berlin Cameron (a VMLY&R company)Work by GlitchWork by Scholz & Friends (a VMLY&R company)Work by TAXI (a VMLY&R company)Work by VMLY&R CommerceWork by VMLY&R HealthYemeksepetiYeni RakıYMCAZespriZywiec Zdroj (Danone Group)Çiziİstanbul ModernRelated Locations (VERF selector)- Restricted access -- Restricted access -- Restricted access -- Restricted access -AmmanAtlantaAucklandBangkokBarcelonaBeijingBogotáBrisbaneBudapestBuenos AiresCaliCape TownCasablancaChicagoCincinnatiClevelandDallasDetroitDubaiHo Chi Minh CityIstanbulJakartaJohannesburgKalamazooKansas CityKarachiKrakowKuala LumpurKyivLimaLisbonLondonMadridMelbourneMemphisMexico CityMiamiMilanMinneapolisMontevideoMoscowMumbaiNashvilleNew DelhiNew YorkParisParsippanyPragueRio de JaneiroRogersRomeSan FranciscoSan JoséSan JuanSantiagoSeattleSeoulShanghaiSingaporeSydneySão Paulo (VML)São Paulo (Y&R)TaguigUlaanbaatarViennaWarsawWellingtonDogs Without BordersKDogWork by VMLY&R HealthRead more about Dogs Without BordersPaintings of HopeGileadWork by VMLY&R HealthRead more about Paintings of HopeInvisiblesBiogen and FundAMEWork by VMLY&R HealthRead more about Invisibles