To educate Australians on the importance of fibre in gut health, Kellogg’s, TBWA\ Eleven Sydney and NAKATOMI have created the world’s first interactive VR experience set inside the human gut.
Fibre is vital for the maintenance of a healthy gut, but according to the CSIRO Institute of Research, despite 50% of Australians experiencing gut health problems every year, two-thirds of Aussies are still not meeting their daily recommended intake of fibre.
Kellogg’s ‘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.
Over the school holidays, Kellogg’s partnered with the SEA LIFE Sydney Aquarium and invited visitors to try the VR experience and take a dive into their gut, get up close to the organisms and diverse flora that live withing our bodies, and learn about the importance of fibre in maintaining this thriving ecosystem.
Says Dan Bitti, senior marketing manager – breakfast, Kellogg’s: “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 that will lead to more Australians understanding the complexities and needs of the microbiome that lives in all of us.”
Says Russ Tucker, executive creative director, TBWA\ Eleven: “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. A huge thank you everyone who stayed the journey and helped bring this idea to life.”
Every pack of Sultana Bran, Special K, All Bran and Guardian cereal in Australia is also a portal to play. Connecting players via QR code to the experience on gaming platform STEAM as well as a full 360 experience on YouTube.
Says Ben Bray and Andy Timms at NAKATOMI: “Gaming is such a powerful medium for storytelling, and VR is the latest, most immersive way to game. Instead of learning by seeing, players are given the chance to learn by experiencing the gut for themselves. We loved working with the team at TBWA\ Eleven to create a beautiful, fun and immersive world. While designed for kids, we’re super proud of the reception it’s had online with the STEAM community. Thanks to everyone involved.”
Trial the game on the gaming platform STEAM here
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