The Thai Health Promotion Foundation wants to remind Thais not to be “overly seasoned” in their daily food choices. The best channel to deliver this message is the BTS Skytrain, which is the primary mode of transportation for many commuters in Bangkok.
Inspired by the graffiti heyday in NYC, audacity bangkok has recreated graffiti art on the BTS Skytrain in Thailand for the first time (with permission from BTS, of course, so no one goes to jail). This graffiti features the Heart, Brain, Liver, Intestine, and Kidney, each conveying a message about having had enough of being overly seasoned. The art serves as a wake-up call to remind people to reconsider their seasoning habits. For example, one piece states, “You add sweetness to your dish without thinking—it’s burying me alive” from the Kidney, while another says, “It breaks my heart every time you add sugar” from the Heart.
“I’m grateful every time we at audacity use creativity for a good cause. This time, it’s also for ourselves, as we all want to maintain good health, yet we often take the food we eat for granted,” said Jon Chalermwong, Co-founder and Chief Creative Officer of audacity bangkok.
So next time you commute on the BTS Skytrain in Bangkok, don’t forget to say hello to these little organs on the train.
Credits
Agency: audacity, bangkok
Client: Thai Health Promotion Foundation
Chief Creative: Jon Chalermwong
Creative Director: Pisut Nirodsil
Art Directors: Anak Maduasuan
Copywriter: Monlisa Sirikhantanon
General Manager: Witsawut Nuchpoom
Account Director: Jitlada Detchuchai
Account Executive: Kanyanat Riddhisinha
