There is no substitute for sugar 

This campaign was a finalist in the One Show's student competition and published in CMYK Magazine's "Call for Aspiring Creatives" Issue #31.

Problem
Domino’s Sugar sales have dropped due to the low carbohydrate fad diets, and people are consuming less and using chemical sweetener substitutes instead.

Solution:
To remind the consumer that artificial sweeteners can never replace “sugar.” Sugar is a key element in our happy memories of holidays and childhood. Sugar is a powerful nostalgic symbol that makes us feel good.