CONTEXT:
Kinesthetic Learning refers to the ability to learn through movement and touch. This type of learning improves the capacity of informative retention and increases the understanding of all kinds of concepts, even the most difficult ones, which has been proven scientifically.
Kinesthetic Learning refers to the ability to learn through movement and touch. This type of learning improves the capacity of informative retention and increases the understanding of all kinds of concepts, even the most difficult ones, which has been proven scientifically.
IDEA:
We created condensed salt pinches, which have the exact weight recommended by the -WHO- per portion, when rubbed with the fingertips,
it crumbles to be applied at each meal, making people unconsciously remember the exact amount to use.
We created condensed salt pinches, which have the exact weight recommended by the -WHO- per portion, when rubbed with the fingertips,
it crumbles to be applied at each meal, making people unconsciously remember the exact amount to use.
EXCECUTION:
Through a compacting process, we applied uniform pressure to the crystals, and we condensed the salt, thus forming pinches of the recommended weight for each meal. During the salt consumption awareness week, we replaced the presentation of our products with Pizcas de sal (salt pinches), so people would be curious and begin to educate themselves. These pinches were easily crumbled by the circular movement of the fingertips and the natural heat generated by friction. We amplified this new presentation in different contact points such as Mupis, billboards, posters, social media, restaurants, corrientazos (popular cafeterias in Colombia) schools, stores, and hypermarkets. And even we sent it to Javier Hernández Bonnet a well-known journalist considered the saltiest person in Colombia, so he could also learn to use just a pinch.
Copywriter: Camilo Garzón, Art Direction & Edition: Paula Zambrano, Client: Refisal, PR Young Lions Competition Silver Winner 2023
