Oasis

Leo Burnett Thailand adopts oasis in film tactics in the “Less sweet, less disease” awareness campaign for the Thai Health Promotion Foundation.

Thai Health Promotion foundation decided to encourage Thais to reduce sugar in drinks. By creating the new standard signage of sweet levels that represent fifth levels of sugar by teaspoons. The more you add, the more you risk your life. The most recommend order at the cafe is not over level two = two teaspoons. How are the new standard can plug in and change Thais’ behavior?

The most popular Thais workers these days are ordering coffee or sweet drinks without hesitation to the overdose of sugary during the day. It is because Thailand faces the impact of economic crashes, and most workers need to work more and more. The only thing that can reward them during a hectic day is always sweet drinks. They automatically order without sanity saying less sweet. Even they say it but have no idea how many teaspoons of sugar are in their drinks.

With rich insight, Leo Burnett Bangkok create a remarkable integrated marketing communication campaign “Less sweet, less disease” together with the Thai Health Promotion Foundation.

The campaign launches with an oasis-themed. A thirsty office man walks in a desert in heat weather. He has nowhere to go but keep walking toward the sun. And of course, he starts hallucinating. The more he goes, the more he is blurred. But when the times come to order, he suddenly requests a less sweet level which means he consciously remembers.

The film aims to encourage and support audiences on how to have sanity while ordering drinks and recognize the new standard signage of sweet levels at the coffee shops with information, helping audiences order the less sweet level.

The following online-offline will improving the wellbeing of Thailand through the activation and out-of-home. And this total campaign is just the first step in encouraging more people to feel the transformative power of consuming less sweet drinks.