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The concept highlights some of the choices we make in every day indulgences that ultimately affect our health. The concept utilizes metaphors of beer in the kindness, tobacco in the lungs and saturated fats in the heart. The campaign always demands the audience to take a second look at what they see, and eventually the audience are able to identify the pan in the imagery.

While it had limited exposure due to budget constraints, the campaign was a huge success in launching the brand in the market and getting top-of-mind awareness, and creating a strong positioning of prevention and wellness. This positioning is advantageous to the business model as the client is a medical aid company, and naturally their business is better if there is reduced claims from its members due to healthier lifestyles.