| Title | HI-FIBRE ANYTHING |
| Brand | PROCTER & GAMBLE |
| Product / Service | METAMUCIL FIBRESURE |
| Category | D01. Integrated Digital Campaign |
| Entrant | PUBLICIS SINGAPORE, SINGAPORE |
| Entrant Company: | PUBLICIS SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | PUBLICIS SINGAPORE, SINGAPORE |
| 2nd Advertising/Web Design Agency: | PUBLICIS MODEM Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Calvin Soh | Publicis Asia | Chief Creative Officer And Vice Chairman |
| Kitti Chaiyaporn | Publicis Thailand | Executive Creative Director |
| Andy Soong | Publicis Malaysia | Executive Creative Director |
| Pen-ek Ratanaruang | Film Factory Thailand | Director |
| Chalit Manuyakorn | Publicis Thailand | Copywriter |
| Raymond Quah | Publicis Modem Singapore | Creative Director |
| Ivan Loh | Publicis Modem Singapore | Interactive And Web Designer |
| Jet Aw | Publicis Modem Singapore | Copywriter |
| Lisa Ng | Publicis Malaysia | Copywriter |
| Levin Teh | Publicis Malaysia | Copywriter |
| Wang Yu Hui | Publicis Modem Singapore | Interactive And Web Designer |
| Lee Yee Tien | Publicis Modem Singapore | Web Programmer |
| Richard Mccabe | Publicis Singapore | Regional Planning Director |
| Matthew Godfrey | Publicis Asia | Chief Executive Officer |
| Jean Paul | Publicis Singapore | Regional Account Director |
| Dave Mackerness | Publicis Singapore | Senior Account Manager |
| Pauline Rosen | Publicis Modem Singapore | Regional Brand Associate |
| Ambba Kuthiala | Publicis Singapore | General Manager |
| Wira Suwansilp | Publicis Thailand | Producer |
| Tanon Sattarujawong | Film Factory Thailand | Cinematographer |
When P&G launched Metamucil Fibresure, a soluble fibre supplement, it was associated with laxatives. Our primary objective was awareness and to reposition Fibresure as an everyday wellness supplement. To engage consumers in a fibre conversation, we launched a seamless online conversation stream revolving around the idea of hi-fibre anything. We started the conversation via an unbranded video blog consisting of a Japanese family’s attempts at inventing the world’s first hi-fibre salmon. The brand was brought in through homemade films featuring the use of Fibresure in quirky situations. These films were used as banners to drive consumers to the microsite hifibreanything.com.