Health Promotion Board · Singapore · 2026Film · OOH · Digital & Tech
Less Salt Your Way (The Mouth Library).
A surreal library of expressive mouths makes asking for less salt feel like another everyday way to personalise a food order.
- Brand
- Health Promotion Board
- Agency
- TBWA\Singapore
- Market
- Singapore
- Region
- Global
- Year
- 2026
The challenge
Make a simple dining request feel familiar and easy, giving people the confidence to ask for less salt, sauce or gravy.
The idea
TBWA\Singapore turns different ways of speaking into a cast of physical mouth characters. A film explores the library, while food-shaped speech bubbles extend the idea outdoors. A QR experience at HarbourFront MRT lets commuters try different mouths.
Case study source: Little Black Book Source ↗
Credits
- Brand
- Health Promotion Board
- Executive Creative Director
- Loo Yong Ping
