Idea
On average, Singaporeans consume 3,600 mg of sodium per day – almost double the WHO’s recommended 1 teaspoon limit. Excessive use of salt increases the risk of hypertension and high blood pressure. And given that 1 in 6 Singaporeans already suffer from these conditions, it was time to hit home with a powerful message. Urging Singaporeans to pursue a healthier lifestyle, Leaned into the popularity of K-drama to create an epic battle sequence with all the markings of a Hollywood blockbuster. The action-packed, 90-second film follows the health heroine’s arrival via a time portal to stop a masked band of salt villains from wreaking havoc on a group of diners. The villains are no match for her fighting skills, and a hard-won victory saves the family from a salty fate.
Results
The Great A-Salt hit TV, cinema, outdoor, digital, and social media channels in the lead-up to the Lunar New Year festivities. Praised for being fun and engaging, the film made waves across the Lion City, raking in over 1.5million views and counting. The campaign was also covered extensively in mainstream media with an approving nod by Singapore’s Prime Minister too.
Awards
ADSTARS CRYSTAL AWARD: FILM STARS • FILM CRAFT •ART DIRECTION
ADSTARS CRYSTAL AWARD: FILM STARS • FILM CRAFT •ART DIRECTION
ADSTARS CRYSTAL AWARD: FILM STARS • FILM CRAFT • ACHIEVEMENT IN PRODUCTION
ADSTARS CRYSTAL AWARD: VIDEO STARS • NOT FOR PROFIT
