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Gen Z Sweet Tooth Dilemma

SUNWAY HEALTHCARE GROUP

PROJECT OVERVIEW
Turning Gen Z’s love for sweet treats into a meaningful conversation about health. Through playful storytelling and relatable everyday moments, Sunway Healthcare Group connects with a younger generation, making health awareness more engaging, approachable, and relevant.
  • THE CHALLENGE
Sunway Healthcare Group approached us to drive diabetes awareness among Gen Z, a group that does not see the issue as relevant. To bridge this gap, we made sugar consumption visible and relatable through real student diets and expert reactions, turning a distant health topic into something immediate, engaging, and shareable.
  • STRATEGIC APPROACH
Gen Z lives on social media, but more importantly, they engage with what feels real to them. The challenge was not awareness, it was relevance. Diabetes felt distant, so we reframed it through everyday habits they already recognise. By making sugar consumption visible and tying it to familiar foods, we shifted the conversation from something abstract to something personal, bringing the message back to what matters, making health human and immediate.

Before

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After with us

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The impact of working with us

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What we delivered

“Paperballad&Co. Is a professional team that’s very flexible and open to share to help us be better. While they’re priced premiumly it’s actually cost efficient when you consider value to price. The team is very young but mature in their execution and fresh in their ideas.”

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Working with Paperballad was a genuinely refreshing experience. They took a topic that can feel distant and made it relatable, engaging, and easy for a younger audience to connect with. Their team really understood how to bring our message to life in a way that felt human, and we saw a meaningful shift in how people responded to diabetes awareness because of it.

  • YOUR TURN

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Transform My Brand

SAN FRANCISCO COFFEE

Making a familiar brand relevant again.
Coffee is part of everyday life. The morning rush, the afternoon reset, the catch-up that lasts a little longer. These small moments became the starting point for a fresh approach to San Francisco Coffee’s storytelling.

The challenge was to make a familiar brand feel relevant again—to give people a reason to connect beyond the latest promotion.

We shifted the focus towards the everyday moments surrounding each cup. Products and seasonal campaigns became part of a wider story, grounded in familiar routines, shared moods and the simple pleasure of taking a coffee break.

The creative direction paired the brand’s recognisable identity with a more conversational tone and playful, relatable content. Each post became an opportunity to bring San Francisco Coffee closer to the people behind the orders.

A fresh chapter for a familiar brand, built around the moments that make people reach for a cup.