The kick-ass campaign that empowered Singaporeans to fight for their health,
against an unlikely villain: white rice.
The second leading cause of death in Singapore? Diabetes.
What causes diabetes? A high sugar intake.
What has an inconspicuously high sugar content? White rice.
The Asian household staple. Uh oh.
Faced with a national dilemma and an impossible task of convincing Singaporeans to throw out their much-loved grain,
we instead leveraged a beloved holiday delicacy and nutrition science for a simple ask:
just switch to brown rice – starting with ba zhangs (rice dumplings).
SO WHATTAAAAAAA! DID YOU DO?
Kungfu Fighter: A Hero Rices | Brand Film
400,000+ views in 2 weeks
In true Dragon Boat Festival fashion, we launched an epic Kungfu blockbuster that rallied Singaporeans to the cause by educating viewers on white rice’s unseen sugar content, and encouraging a brown rice-inclusive diet.
To make sure we covered all bases, we screened cut-downs of our brand film in cinemas island-wide to share
the most important bites of our healthful takeaways.
Kungfu Kitchen, Laughing Chefs | Dumpling Tutorial
350,000+ views in 2 weeks
Then on social, we served up a brown rice dumpling tutorial that dished out healthful advice. Guest staring local entertainment legend Liu Ling Ling, we whet viewers’ appetite for brown rice with mouth-watering comedy that kept them coming back for more.
We also combined forces with popular content platforms to share Gen-Z’s candid take on this health foodie trend and the verdict showed – eating clean is in.
The Smart Local – TVC Reaction + Taste Test
Mothership Satirical Article
Miss Tam Chiak – Dumpling Taste Test + Comparison
ieatishootipost – Dumpling Showdown
Mr. Brown – Cooking Tutorial Spoof
AND WERE SINGAPOREANS CONVINCED?
The proof is in the dumpling, so we conducted hearty and humour-rich blind taste tests island-wide…
300,000+ views in 2 weeks