Leo Burnett Bangkok & Thai Health Promotion Foundation continue to warn Thais to reduce their sodium intake via mafia themed spot
Thai Health Promotion Foundation is continuing to encourage Thais to reduce their sodium intake with a mafia-themed campaign via The Leo Burnett Group Thailand that warns, “the more you sip the soup, the more sodium you store, the more you self-harm your life.”
Due to economic pressures in Thailand, the labour force is expected to work long hours without time to cook their own meals, with ‘high-in-sodium’ clear soups, curry and many other seasoned dishes from restaurants and street foods vendors becoming the easiest way for their meals in a day. The average Thai worker typically exceeds their daily sodium intake without knowing that soups has contain many sodium and sodium can store in their body.
To solve this problem, the Thai Health Promotion Foundation has created the terrifying mafia film that educates people about sodium in soup can harm in every sipping, encouraging audiences to be sodium-aware and rethink before they sip.
To communicate this message in a hilarious Public Service Announcement, Leo Burnett Bangkok collaborated with the Thai Health Promotion Foundation to launch a campaign featuring a mafia-gangster who want to find out the scariest one in the room, sips and terrifies once he smashes the table. When his underling tries to get the right answer, he starts to lecture them through the soup. The soup’s sodium is most terrifying, “Less sipping, less salt, less disease.”
Credits – ‘Big Boss’
Client: Thai Health Promotion Foundation
Product/Service: Healthy Food Promotion Plan
Creative Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Ariyawat Juntaratip
Creative Director: Nonthaporn Ketmanee
Art Director: Chaisan Maneeploypetch
Copywriter: Worakamol Bongkodmalee
Account Management Director: Tida Vibulvanich
Account Director: Kanitta Chartpong
Agency Producer: Sarawut Lertkittipaporn
Strategic Planner: Chulanee Sirisaengtaksin
Production Company: Mum Films
Film Director: Suthon Petchsuwan
Executive Producer: Pattarajitr Trakarnkate
Production Producer: Nara Montrekul Na Ayudhya
Assistant Director: Chairat Piriyawattanakul
Personal Assistant Director: Kataporn Saeieb
Cinematographer / D.O.P: Prapope Duangpikool
Art Director: Weerayuth Kamnerdrat
Prop Master: Sivadach Dacha
Production Manager: Sumittra Kudcharoen
Stylist: Kittisak Prasarndee
Casting Master: Surangkana suwanjinda
Location Manager: Dechnarong Boonsongsang
Editor: Dechmongkol Prasertsit
Post Producer: Kritsana Thaweesang, Sansanee Rungpongwanich
Computer Graphic: Wanchai Boonsa-ard
Colorlist: Jirapat Kungsapiwatana
Online Artist: Tanawich Kochaprom
Music Company: TEMSIANG Sound Studio Co., ltd.
Sound Production Company: Banana Sound Studio
