Spikes Asia

How are you?

LEO BURNETT, Bangkok / THAI HEALTH PROMOTION FOUNDATION / 2018

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The Thai Health Promotion Foundation wanted to urge the working population who never go for health check-ups—driven by a misconception that if they don’t look or feel sick, they are simply not sick.

We played with the simple idea when people greet, saying “How are you?”, most of the time an automatic reply is often “I’m fine”, and that goes without thinking. But this fifteen second communication used a twist against the usual answer. You can’t really answer “I’m fine” when you really don’t know. So get a health check-up.

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