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  • SUB CATEGORY :
    DIRECT LOTUS
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • ENTRY TITLE :
    ABSORBPLATE
  • BRAND :
    THAI HEALTH PROMOTION FOUNDATION
  • ADVERTISER :
    THAI HEALTH PROMOTION FOUNDATION
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PITHA UDOMKANJANANAN
  • COPYWRITER :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PITHA UDOMKANJANANAN/MANAMAI RODPETCH
  • ART DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT/
    PITHA UDOMKANJANANAN/NATTAGORN THAIRATTANASUWAN
  • ACCOUNT DIRECTOR :
    VASANAI PAKAPONGPAN/TANYAWAN WONGAPICHART
  • PRODUCTION PRODUCER :
    UDOMLUCK SORNKARN
  • FILM PRODUCTION COMPANY :
    MEOUR PRODUCTION CO., LTD., BANGKOK
  • DIRECTOR :
    KASEMPARN JUJINDALERT
  • CULTURAL CONTEXT EXPLANATION :
    ABSORBPLATE REDEFINED THE WAY OF WHAT AN ADVERTISING CAMPAIGN CAN DO. IT IS A GAME-CHANGING INNOVATION WITH A SIMPLE YET EMPOWERING DESIGN THAT PROTECTS THAI PEOPLE FROM HEALTH PROBLEMS. THAI HEALTH PROMOTION FOUNDATION’S MISSION IS TO IMPROVE THE HEALTH OF THAI PEOPLE BY WORKING WITH THE PUBLIC AND GETTING THEM TO EAT HEALTHIER. ABSORBPLATE IS A CREATIVE INVENTION THAT—INSTEAD OF PERSUADING THAIS TO EAT HEALTHY—PENETRATES INTO THAI MEALS AND FULFILL THE ORGANIZATION’S MISSION BY WORKING ACTIVELY TO MAKE EACH MEAL INSTANTLY HEALTHIER WITHOUT REQUIRING THAIS’ BEHAVIOUR CHANGE. THE RESULT IS MEASURABLE AND INSTANT IN EVERY MEAL, RESULTING IN A 9% DECREASE IN THAILAND’S OBESITY GROWTH. ABSORBPLATE GIVES A MEASURABLE SOLUTION TO HELP THEM EAT EACH MEAL INSTANTLY HEALTHIER, RESULTING IN 9% DECREASED IN THAILAND’S OBESITY GROWTH RATE. THE STRATEGY WAS TO TACKLE THE FOOD ITSELF AND MAKE EACH MEAL HEALTHIER WITHOUT REQUIRING OUR TARGET TO CHANGE THEIR BEHAVIOUR.
  • THE BRIEF :
    THAI FOOD IS DELICIOUS BUT SOMETIMES VERY GREASY. THERE’RE HUNDREDS OF STIR-FRY AND DEEP-FRY DISHES COOKED WITH OIL. WHILE DELICIOUS, THESE DISHES CAUSE THAILAND TO HAVE THE 2ND HIGHEST OBESITY RATE IN SOUTH EAST ASIA IN 2015, AND CAUSE A PREVALENCE OF HEALTH PROBLEMS SUCH AS HIGH CHOLESTEROL AND HIGH BLOOD PRESSURE. RESEARCH SHOWS THAT UNHEALTHY EATING BEHAVIOUR IS HARD TO CHANGE: MOST THAI PEOPLE GO FOR WHAT’S DELICIOUS AND LESS THAN 10% OF THAIS CAN FOLLOW THROUGH WITH HEALTHY-EATING PROGRAM, THAIHELATH NEED TO FIND A WAY TO HELP THAI PEOPLE EAT HEALTHIER IN EACH OF THEIR REGULAR MEAL.
  • THE STRATEGY :
    THE TARGET WAS DEFINED AS PEOPLE WHO CONSUME THEIR MEALS OUT OF HOME, THEY DO NOT COOK THEIR OWN MEALS AND CONSUME WHAT’S DELICIOUS BUT NOT NECESSARILY HEALTHY IN RESTAURANTS DAILY. SO, THE STRATEGY WAS TO TACKLE THE FOOD ITSELF AND MAKE EACH MEAL HEALTHIER WITHOUT REQUIRING OUR TARGET TO CHANGE THEIR BEHAVIOUR. THE CAMPAIGN WAS APPLIED IN TOUCH-POINTS WHERE OUR TARGET HAVE THEIR MEALS EVERY DAY NATIONWIDE, WHICH ARE THE LOCAL RESTAURANTS, AND RESTAURANTS IN UNIVERSITIES, SCHOOLS, OFFICES, AND FOOD COURTS.
  • THE EXECUTION :
    WE LAUNCHED ABSORBPLATE AS AN INNOVATION AND IMPLEMENTED IT AS AN ACTIVATION CAMPAIGN. MORE THAN 10,000 ABSORBPLATE WERE DISTRIBUTED NATIONWIDE TO WHERE THAI PEOPLE HAVE THEIR MEALS EVERY DAY. THE ACTIVATION TOOK PLACE AT LOCAL RESTAURANTS, UNIVERSITIES, SCHOOLS, OFFICE BUILDINGS AND FOOD COURTS. EACH PLATE THAT WAS GIVEN IS STILL IN USE AND WORKING TO REDUCE CALORIES FROM MEALS, CUMULATIVELY REDUCING MORE THAN 1,000,000 CALORIES EVERY DAY SINCE LAUNCHED.
  • THE RESULT :
    MORE THAN 10,000 PLATES WERE DISTRIBUTED TO HUNDREDS OF THAI RESTAURANTS ACROSS THE COUNTRY. ABSORBPLATE ARE BEING USED IN MORE THAN 30,000 MEALS DAILY. ABSORBPLATE ARE REDUCING MORE THAN 1,000,000 CALORIES PER DAY, DAILY. THAILAND’S OBESITY GROWTH RATE DECREASED BY 9% COMPARING TO THE SAME PERIOD LAST YEAR. MOST IMPORTANTLY, THAI PEOPLE CAN ENJOY THEIR REGULAR MEALS IN A HEALTHIER WAY.
  • URL :
    www.absorbplate.tumblr.com