Cannes Lions

Million Spoons

LEO BURNETT, Bangkok / THAI HEALTH PROMOTION FOUNDATION / 2023

Film

Overview

Entries

Credits

Overview

Background

For the past few years, Thai Health Promotion Foundation’s objective has been to encourage people to reduce their sodium intakes; however, research states that the average Thai person consumes more than one teaspoon of sodium per day, which is two times more than what the WHO organization recommends. One of the main habits that cause this health problem is auto-pilot habit of seasoning food before tasting it. Thus, how can we create a more convenient and consistent way to convey the message and encourage Thais to season less.

Execution

A man eats food at a restaurant and adds more fish sauce by thinking that just one teaspoon would be fine. However, the sum of sodium in a year is a lot, as evident by the stunning visual of all the seasoning spoons collected from each meal in a year, urging viewers to be mindful of their sodium intake.

Outcome

As recognized throughout social media and community application, this film is currently going viral, especially on the Line application, which Thai people usually use for updating and forwarding real-time news. Moreover, it receives a lot of positive feedback on marketing websites such as Campaign Brief Asia (bit.ly/3YjuAGE), Marketing Oops (https://bit.ly/3R8xYBK).People are excited to watch this ad, we gain gross rating point (GRP) 27% more than previous campaign on the Thai Health Promotion Foundation. We gain more than 46 M. impressions and 6 M. views of online video, and +70 PR compares with the previous campaign.

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2023, THAI HEALTH PROMOTION FOUNDATION

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