Insight :
Thai food is delicious but sometimes very greasy. There’re hundreds of stir-fry and deep-fry dishes cooked with oil. These greasy dishes cause Thailand to have the 2nd highest obesity rate in South East Asia, and create a prevalence of health problems such as high cholesterol and high blood pressure. Unhealthy eating behaviours are hard to change, how can we help Thai people eat healthier without changing their regular meal?
Idea :
In cooperation with Thai Health Promotion Foundation, we created “AbsorbPlate,” the world’s first innovative design that makes Thai food less greasy and allows people to eat healthier.
Hundreds of tiny holes, inspired by the texture of a sponge, make AbsorbPlate able to separate excess oil from food before people eat it. The plate can reduced up to 7 ml of grease or approximately 30 calories per plate. The plates were designed to be easy to wash. In order to eat healthier, all they need to do is just change the plate and continue eating regular food.
Process :
To prototyping, we tried 2 different techniques. First, we used an acrylic thermoforming technique with plaster mold to make a whole plate in one time. Although we could save time, there are some errors about balancing the plate that would affect the process of the drilling hole pattern. Also, the plaster mold is not strong enough for making a great number of the product.
Then we tried the second technique by separated the mold in 2 pieces; a middle of the plate that needs to drill 500 of tiny holes and another piece is a rim of the plate. A rim piece also made from plaster molding, but for the middle piece, we shaped it with a lathe and then CNC hole pattern and assembled them together.
After prototyping, the prototype was adjusted for appropriate depth of holes at 0.5 mm. and degree of their curve that made AbsorbPlate easy to wash.
Absorbplate Kit
Result :
Finally, We produced AbsobPlate in mass production. The plate’s material is melamine. We launched AbsorbPlate as innovation and implemented it as an activation campaign.
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More than 10,000 plates were distributed to hundreds of Thai restaurant across the country. The activation took place at local restaurants, universities, schools, office buildings and food courts.
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Reduced more than 1,000,000 calories per day, every day since launch.
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Most importantly, with “AbsorbPlate,” Thai people can enjoy their regular delicious meals in a healthier way.
Awards :
Cannes Lions 2016 (Outdoor), Bronze
Adfest 2017 (Direct), Gold
Adfest 2017 (Promo), Silver
Spike Asia 2016 (Design), Bronze
The Work 2016