BBDO Bangkok and Thai Health Promotion Foundation develop the “AbsorbPlate” a design innovation that makes Thai food less greasy

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Absorbplate.jpgAbsorbplate2.jpgThai food is delicious but sometimes very greasy. There’re hundreds of stir-fry and deep-fry dishes cooked with oil. These greasy dishes cause Thais to have the 2nd highest obesity rate in South East Asia, and create a prevalence of health problems such as high cholesterol and high blood pressure. Unhealthy eating behaviour is hard to change, and most Thai people go for what’s delicious. How can we help Thai people eat healthier without changing their regular meal? We decided to tackle how they eat their food.

In cooperation with Thai Health Promotion Foundation, BBDO Bangkok created “AbsorbPlate,” the world’s first innovative design that makes Thai food less greasy and allows people to eat healthier in every meal.

Absorbplate3.jpgHundreds of tiny holes inspired by the texture of sponge make AbsorbPlate able to separate excess oil from food before people eat it. The plate can reduce up to 7 ml of grease or approximately 30 calories per plate. The plates were designed to be easy to wash. In order to eat healthier, all they need to do is just continue their regular eating behaviour on the plate.

Credits – Chief Creative Officer: Suthisak Sucharittanonta. Executive Creative Director: Anuwat Nitipanont. Creative Director: Pitha Udomkanjananan. Copywriter: Manamai Rodpetch. Art Director: Nattagorn Thairattanasuwan. Client Service Director: Vasanai Pakapongpan.