GET SINGAPOREANS TO CUT DOWN ON SALT
A campaign by the Health Promotion Board to spread awareness of our daily overconsumption of sodium and its consequences. 9 out of 10 Singaporeans exceed the recommended daily sodium intake. As our tongues get desensitised to high sodium food after excessive consumption, it is hard to gauge how salty food is. Thus we cannot trust our tongue with consuming excess salt.
Client: Health Promotion Board
Creative Agency: Publicis Singapore
Executive Creative Director: Adrian Yeap
Creative Director: Etienne Lesourd
Associate Creative Director: Nicholas Teo
Art director: Phoebe Ting, with support by Yihui Lim, Max Chan, Runrun Teng
Project managers: Kerina Chan, Aimee Karman
Copywriter: Selvapathy Periasamy, with support by Shalini V
Animation Production: Prodigious
Illustration: Illusion CGI studio (Based in Bangkok)
CGI OOH Illustration: MethodandMadness (Based in SG)
WE MAKE SINGAPOREANS WALK THROUGH A TONGUE, TO GET THE MESSAGE THAT THEY EAT TOO MUCH SALT
WE FLOODED THE TRAINS WITH SALT, TO SHOW SINGAPOREANS WE EAT A TRAIN’S WORTH EVERY 4 DAYS.
