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Ministry of Communications and Information (MCI)
Kungfu Fighter, Hidden Sugar

RAN IN: Singapore

CLIENT
Ministry of Communications and Information

Karen Tan/ Senior Director/ Ministry of Communications and Information
Selina Lim/ Director/ Ministry of Communications and Information
Lim Jing Ting/ Deputy Director/ Ministry of Communications and Information
Dhana Bharathi/Senior Assistant Director/Ministry of Communications and Information

AGENCY
DDB Group Singapore *Lead Agency

Jeff Cheong/President/Tribal Worldwide Asia
Benson Toh/Creative Director/Tribal Worldwide Singapore
Eugene Tan/Associate Creative Director/Tribal Worldwide Singapore
Koo Ze-Hou/Planner/Tribal Worldwide Singapore
Khoo Kai Qi/Senior Account Manager/Tribal Worldwide Singapore
Katijah Yusuff/Senior Account Manager/Tribal Worldwide Singapore


SUMMARY

Convincing food-loving Singaporeans to be mindful-eaters to beat diabetes? Challenging. Convincing them during Lunar New Year celebrations? Impossible! But with epic Kungfu, we did it, bringing together all the right elements – the classic plot of good vs. evil, entertainment, action and the message. Within 48 hours, our ad hit 1 million views on social media. Google search results for ‘Diabetes’ hit a three-month high just 4 days after launch. View-through rate (VTR) was an all-time high for Government communications with an average of 63.2% on YouTube and 57% on Facebook.

CASE VIDEO


Classification: National

Language: English