Campaign SpotlightPress Release

Leo Burnett launches dark mystery film on sodium intake reduction for Thai Health Promotion Foundation

BANGKOK, THAILAND — Thai Health Promotion Foundation, an autonomous government agency, encouraged Thais to reduce their sodium intake with a space-themed campaign that warns viewers that the more you eat, the more sodium you store, and the more you risk your life.

The average Thai consumes more than one teaspoon of sodium per day, which is higher than the WHO organization’s recommended daily intake. With small convenience stores widely spread all over Thailand, the labor force is used to ready-to-eat behavior, with “high-in-sodium” instant and frozen foods becoming their easiest, fastest way to take in their meals in a day, every day. Many people are exceeding their daily intake without knowing that sodium in these foods can store in their bodies and cause life-threatening diseases if consumed often for many years.


To solve this problem, the Thai Health Promotion Foundation has created a “dark mystery” film that encourages audiences to be sodium-aware and rethink their diet. “Less salt, less disease.”

To communicate this message in a hilarious Public Service Announcement, creative agency Leo Burnett Bangkok collaborated with the Thai Health Promotion Foundation to launch a campaign featuring a group of genius space travelers who travel for many years to find the new world and survive amidst the incredible chaos. They won’t starve to death, yet when they finally reach a faraway destination, there is no one left behind.

“New World” follows the recent launch of “Oasis,” an awareness campaign for Thai Health Promotion Foundation that encourages Thais to consume fewer sugary drinks.


Client: Thai Health Promotion Foundation
Product/Service: Healthy Food Promotion Plan
Creative Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Ariyawat Juntaratip
Creative Director: Nonthaporn Ketmanee
Art Director: Chaisan Maneeploypetch, Sompat Trisadikun Copywriter: Worakamol Bongkodmalee
Account Management Director: Tida Vibulvanich
Account Director: Kanitta Chartpong
Agency Producer: Sarawut Lertkittipaporn
Strategic Planner: Chulanee Sirisaengtaksin
Production Company: Mum Films
Film Director: Suthon Petchsuwan
Executive Producer: Pattarajitr Trakarnkate
Production Producer: Nara Montrekul Na Ayudhya
Assistant Director: Chairat Piriyawattanakul
Personal Assistant Director: Kataporn Saeieb
D.O.P: Prapope Duangpikool
Art Director: Weerayuth Kamnerdrat
Prop Master: Sivadach Dacha
Production Manager: Sumittra Kudcharoen
Stylist: Kittisak Prasarndee
Casting Master: Surangkana suwanjinda
Location Manager: Dechnarong Boonsongsang
Editor: Dechmongkol Prasertsit
Post Producer: Kritsana Thaweesang, Sansanee Rungpongwanich Computer Graphic: Wanchai Boonsa-ard
Colorlist: Jirapat Kungsapiwatana
Online Artist: Tanawich Kochaprom
Music Company: TEMSIANG Sound Studio Co., ltd. Sound Production Company: Banana Sound Studio

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