A kungfu flick that promotes healthy eating to Singaporeans


The Challenge

The Lunar New Year is a joyous celebration for Singaporeans, as we pile on the sweet, rich and often sinful offerings: The innocuous pineapple tarts, the irresistible barbequed bak kwas, the ferocious chicken curries and tempting desserts. Expectations of prosperity usually come with more sugar, more salt and more cholesterol.


The Insight

These temptingly sweet offerings – a recipe for Type 2 Diabetes – are villains which call for a heroic form of persuasion to get Singaporeans to cut back during Lunar New Year: Half the tarts could well double the ‘huats’ (Lunar for prosperity).

The Idea & Execution

To convey the message of “Eating in Moderation” without ruining the festive spirit, we took to an artful, entertaining and ‘worth watching again and again’ form of communication: The epic kungfu movies.

Kungfu movies are synonymous with Singaporeans during the Lunar New Year celebrations. And so we did a remake of Lee Ang’s best-selling martial arts movie, ‘Crouching Tiger, Hidden Dragon’ (卧虎藏龙) – which we aptly renamed, ‘Kungfu Fighter, Hidden Sugar.’

Shot wonderfully with a production set that Lee Ang would have been impressed, this Kungfu TV commercial has all the right moves and brought together all the right elements – politically-correct message, popular entertainment and kick-ass action. It’s a film drama that literally cuts the villains in our food by half and beats Diabetes.


The Results

In just two days, the video already garnered over 1 million views on Facebook, and going through the roof. It was featured on the national dailies Straits Times and Lianhe Zaobao, as well as several online publications. Even the Prime Minister Lee Hsien Loong gave it the thumbs up.

Sometimes it takes a special kind of kungfu to beat the villains during the festive season.

Check out the other videos:

Mandarin Version: https://www.youtube.com/watch?v=bVhheEttVeQ

5s Teaser – Eat less Bak Kwa, Health is Wealth: https://www.youtube.com/watch?v=NcY8f59Lzio

5s Teaser – Half the Tart, Double the Huat: https://www.youtube.com/watch?v=HlCLeksxhdA