Shedding light on Hong Kong’s invisible nutrition gap

Hong Kong's working adults unknowingly suffer from an "invisible nutrition gap." Despite believing they eat well, hectic lifestyles and stress lead to hidden nutritional shortfalls, causing symptoms like hair loss, poor skin and fatigue. The campaign challenges the assumption that a seemingly healthy diet provides complete nutrition.

Inspired by Centrum's holistic health mission, the campaign aims to spark a vital conversation about wellbeing among busy Hong Kong professionals. It seeks to make unseen nutrition gaps visible, empowering individuals to recognize their needs.

Centrum and VML's multi-channel campaign, featuring trusted media personality Sammy Leung, exposes and bridges the "invisible nutrition gap." It uses TVCs, OOH displays, social media and an interactive "nutrition survey" designed by professional nutritionists to help individuals identify their unmet needs. In-store activations, including Sammy's appearances, engage consumers directly, offering actionable steps for healthier habits.