LET’S NOT BE SALTY.
Singaporeans love their food, but that also means we love our gravies, sauces, and excessive seasoning. What most of us don’t know, is that too much salt can dull our sense of taste.
So instead of telling people to cut down, we showed them what they were missing. At Dhoby Ghaut MRT, we worked with Singapore-based art and motion whizzes TMRRW to create an interactive installation that brought to life (through AI-generated visuals) how much more tasty our local favourites could be - if we used less salt. So people not only walked away with a greater appreciation for natural flavours, but a piece of unique artwork tailored to their taste buds.
WALLSCAPE
in action
Year: 2024
Client: Health Promotion Board
Agency: Publicis Singapore
Executive Creative Director: Pei Ling Ho
Creative Director: Jared Kang
Copywriter: Ming Swee Koh
Tech Partner: TMRRW