Million Spoons

Thai Health Promotion Foundation wants to encourage Thais to reduce their sodium intake with a seasoning habit-themed campaign that warns "the more seasoning you add, the more sodium you store, the more you harm your life."

Thais are accustomed to flavorful dishes, and adding more seasoning has become their habit. Forgetting that every dish has been salted, they think that a small amount of seasoning can’t do any harm. This is an unaware self-harming habit that makes Thais’ bodies store sodium from seasoning more than their daily needs, which can cause many fatal diseases.

To solve this problem, we created a film about a man who is eating food that has been seasoned at a restaurant. He adds more fish sauce out of habit, believing that just one teaspoon would be fine. However, the sum of sodium in a year is a lot, as evidenced by the stunning visual of seasoning spoons that were stored from each meal for a year which stick on his body, encouraging audiences to be sodium-aware and rethink before adding more seasoning. "Less seasoning, less sodium, less disease."