Kellogg’s ‘Gut Bacteria Reef’ by TBWA\ Eleven

27 April 2022

Creative Agency: TBWA/Eleven Sydney

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Educating Australians on the importance of gut health.

Kellogg’s, TBWA\ Eleven Sydney and Nakatomi have created an interactive VR experience set inside a human gut.

‘Gut Bacteria Reef’ aims to educate Australians on the importance of fibre in gut health.

Kellogg’s partnered with the SEA LIFE Sydney Aquarium, inviting visitors to try the VR experience and take a dive into their gut. Visitors got up close to the organisms and the diverse flora that live within our bodies, to learn about the importance of fibre in maintaining a thriving ecosystem.

‘Gut Bacteria Reef’ teaches players that their gut is much like a coral reef, home to trillions of organisms that need specific nutrients to thrive. Players take a deep dive in the human gut, armed with high-fibre Kellogg’s cereals to help them nourish the good bacteria and allow them to grow and prevail over the bad bacteria.

Kellogg’s senior marketing manager – breakfast, Dan Bitti, said: “Our cereals contain key sources of fibre that can help Australians maintain a healthy gut. Thanks to TBWA\ Eleven and NAKATOMI, we’ve combined the science of gut health with the fun of play in an innovative way “

TBWA\ Eleven executive creative director, Russ Tucker, said: “We’ve been working on this project collectively through various states of lockdown, extreme weather events and technical challenges, so it’s great to see the whole campaign finally come to life.”

Dan Bitti – Senior Marketing Manager – Breakfast Gina Levy – Senior Nutrition Manager
Katrina Villamor – Senior Brand Manager
Felicha Carey – Brand Manager
Kavita Desai – Senior Brand Manager
Creative and PR: TBWA\ Eleven
Game Design and Development: Nakatomi Production: BOLT



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