Singaporeans consume an average of 3600 mg of sodium per day -- almost double the World Health Organisation’s recommended daily limit of 2000 mg. This is particularly concerning because excessive salt intake increases our risk of hypertension, heart attack and stroke. With Lunar New Year festivities coming up, how can the Ministry of Health (MOH) help curb salt consumption and empower Singaporeans to take charge of their health?
We brought back an iconic health heroine - the Guardian of Health - to serve up the message in an entertaining, action-packed blockbuster. Last seen battling sugar baddies in 2018, our protagonist returns through a time portal to fight a band of 'salt villains' who have been wreaking havoc on hapless restaurant diners. Does she have what it takes to 'salt' out her enemies? Watch to find out!
RESULTS:
2,228,421 views on Facebook and Instagram
47.31% View-through-rate
Covered extensively in mainstream media
Praised for being fun and engaging
2,228,421 views on Facebook and Instagram
47.31% View-through-rate
Covered extensively in mainstream media
Praised for being fun and engaging
AWARDS:
Adstars / Film Craft: Art Direction / Crystal
Adstars / Film Craft: Achievement in Direction / Crystal
Adstars / Video: Not for Profit / Crystal
Adstars / Film Craft: Art Direction / Crystal
Adstars / Film Craft: Achievement in Direction / Crystal
Adstars / Video: Not for Profit / Crystal
FILM
Our film leans heavily into K-drama themes and aesthetics to appeal to today's audience. It was shot over 2 days in Bangkok, with the same talent who played the GOH in earlier films -- but with a new look, in a new time period, with new enemies and a new love interest.
PRINT/OOH
Our film launched the way a K-drama blockbuster would -- in cinemas islandwide. Movie-style posters were created to drive anticipation for the return of the Guardian of Health in cinemas, bus stops and billboards across town.
