FOOD MODEL

TitleFOOD MODEL
ClientPRESIDENT PHARMACEUTICAL
Product / ServiceMY HEALTH DIARY'S SLIMMING CAMELLIA TABLETS
CategoryA06. Self Promotion
EntrantBBDO TAIWAN Taipei, CHINESE TAIPEI
Entrant Company:BBDO TAIWAN Taipei, CHINESE TAIPEI
Design/Advertising Agency:BBDO TAIWAN Taipei, CHINESE TAIPEI

Brief Explanation

The brief was simple: My Health Diary (Health Supplement Company from Taiwan) asked for an idea to launch its Slimming Camellia Tablet, a pre-meal stomach-filler meant to solve Taiwan’s age-old contradiction: the nation’s wonderful gourmet and the people’s obsession for weight loss

The Brief

The brief was simple: My Health Diary (Health Supplement Company from Taiwan) asked for an idea to launch its Slimming Camellia Tablet, a pre-meal stomach-filler meant to solve Taiwan’s age-old contradiction: the nation’s wonderful gourmet and the people’s obsession for weight loss

How the final design was conceived

The idea was to target the pre-meal ritual of food ordering, the guilt-ridden moment one chooses between what they carve and how many calories they will put on. To demonstrate how one can now order whatever they desire and not worry about putting on weight, we created life-like replica food sets, each missing a fraction but placed next to a pack of our Slimming Camellia Tablets. There were displayed in glass cases from which restaurant patrons made their food orders, while sample packs were distributed to encourage trial and recall.

Indication of how successful the outcome was in the market

After piloting this in one restaurant, 20 other restaurant partnerships followed; culminating in a 20% growth in business for My Health Dairy

Credits

Name Company Position
Leong Wai Foong BBDO Taiwan Chief Creative Director
Alex Lin BBDO Taiwan Executive Creative Director/Art Director
Nicole Cheng BBDO Taiwan Creative Director/Copywriter
Benjamin Tzang BBDO Taiwan Creative Director
Karol Chiu BBDO Taiwan Copywriter
Ok Liao BBDO Taiwan Art Director
Karl Kuo BBDO Taiwan Art Director
Alan Hung BBDO Taiwan Account Supervisor
Jennifer Kouh BBDO Taiwan Account Supervisor