SUB CATEGORY :

OUTDOOR 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.

ENGLISH CONTEXT EXPLANATION :

THAI FOOD IS DELICIOUS BUT SOMETIMES VERY GREASY. 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. SINCE UNHEALTHY EATING BEHAVIOURS ARE HARD TO CHANGE, WE DECIDED TO TACKLE HOW THAIS EAT THEIR FOOD. IN COOPERATION WITH THAI HEALTH PROMOTION FOUNDATION, WE CREATED “ABSORBPLATE,” THE WORLD’S FIRST INNOVATIVE DESIGN THAT MAKES THAI FOOD LESS GREASY AND ALLOW THAIS TO EAT EACH MEAL HEALTHIER. HUNDREDS OF TINY HOLES, INSPIRED BY THE TEXTURE OF SPONGE, MAKE ABSORBPLATE ABLE TO SEPARATE EXCESS OIL FROM FOOD BEFORE PEOPLE EAT IT. THE PLATE CAN REDUCE UP TO 7 ML OF GREASE OR APPROXIMATELY 30 CALORIES PER PLATE. THE PLATES WERE DESIGNED TO BE EASY TO WASH. IN ORDER TO EAT HEALTHIER, ALL THEY NEED TO DO IS JUST CONTINUE THEIR REGULAR EATING BEHAVIOUR ON OUR PLATE.