AbsorbPlate: The world's first design innovative that makes Thai food less greasy.

Campaign details

Brand: AbsorbPlate
Brand owner: Thai Health Promotion Foundation
Lead agency: BBDO BANGKOK
Country: Thailand
Industries: Public health
Channels used: Events and experiential, packaging and design, public relations
Budget: Up to 500k

Executive summary

Thai food is delicious but, sometimes it can be very greasy. There are hundreds of stir-fried and deep-fried dishes cooked with oil. While delicious, these dishes caused Thailand to have the second-highest obesity rate in south east Asia in 2015, and contribute to a prevalence of health problems such as high cholesterol and high blood pressure.

AbsorbPlate is the world's first innovative design that makes Thai food less greasy, and helps Thais to make each meal healthier. Hundreds of tiny holes, inspired by the texture of sponge, enable AbsorbPlate able to separate excess oil from food before people eat it.