| Title | FOOD MODEL |
| Brand | PRESIDENT PHARMACEUTICAL |
| Product / Service | MY HEALTH DIARY'S SLIMMING CAMELLIA TABLETS |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | BBDO TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company: | BBDO TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency: | BBDO TAIWAN Taipei, CHINESE TAIPEI |
| 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 |
| Alan Hung | BBDO Taiwan | Account Supervisor |
| Jennifer Kouh | BBDO Taiwan | Account Supervisor |
| Karl Kuo | BBDO Taiwan | Art Director |
After piloting this in one restaurant, 20 other restaurant partnerships followed; culminating in a 20% growth in business for My Health Dairy.
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.
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.