Team More vs. Team Less - Whose side are you on?
People have two fitness philosophies: Eat LESS unhealthy food or Do MORE Physical Activity.
We wanted to galvanise the whole of Singapore and ask them which side they were on - Were they Team More or Team Less?
Using previous campaign character “Win Leow” to represent Team Less Unhealthy Food and a twin brother “Fit Leow” to represent Team More Physical Activity.
We’ve seen the entire country follow and engage in this sibling’s rivalry through a series of activations and comms leading them to the ultimate face-off event in Raffles Green.
After a few months of amusing bickering, and getting people to talk about their health, Singaporeans now realize that health is a balance of both the MORE physical activity and LESS unhealthy food.