Client: The Health Promotion Board of Singapore

Product: Brand

Media: Outdoor / Ambient / Design / Media / Use of Data / Poster 

Year: 2026

Role: Chief Creative Officer

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'The Gallery of Hidden Salt' featured at an underground station connecting Singapore's shopping malls and food courts. Not in a museum, a transit space where people think about their next meal. That juxtaposition was deliberate.

Our biggest challenge was making the unseen (hidden salt) visible and, once seen, impossible to unsee. Using flies to create art symbolising salt density was bold and unconventional. You don't shift food relationships through conventional means. We balanced art and science perfectly. If we tipped too far into either we'd have lost our audience.
 

We shifted cultural behaviour through curiosity, not hectoring. The flies weren't a gimmick. They revealed something true and important.

Our 2026-27 15% sodium reduction target is yet to be determined. However, we shifted behaviour. 4 in 5 are now motivated to reduce salt intake +5% YoY and seven in ten are aware of hidden salt in their food +4% YoY.

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