Kellogg’s

Gut bacteria reef

Gut health is a big issue, with 50% of Australians experiencing gut health problems every year. But while it affects half the population, it’s hard to care about something you can’t see.

Kellogg’s Gut Bacteria Reef is the world’s first VR game set inside the human gut. It’s an interactive experience that uses play to teach Australian families about the importance of fibre in maintaining a healthy gut.

Players took a deep dive inside the gut aboard a submarine. Floating past giant reefs of villi, learning how the fibre in Kellogg’s cereals can help them fight bad bacteria and nourish the good. Families were able to explore the vast ecosystem as though they were there in person. Learning first-hand about the importance of fibre in protecting the human gut, and how the bacteria within are integral to maintaining overall health. Players sorted through good and bad bacteria, restocked the ammo blasters with different sources of fibre, then went into battle against the bad bacteria in the gut. Once balance was restored, they exited the same way all food does from your gut.

We worked with leading experiential game developers, Nakatomi, to craft the immersive experience. The interactive VR game simplified the science, making the abstract concept of gut health tangible for families. Helping them understand how to protect and preserve the gut ecosystem within all of us.

Every pack became a portal. QR codes on the backs of cereal boxes linked families to the VR game on the platform STEAM. A full 360 experience was also available to a wider audience on YouTube.

Role
Meredith worked as the Creative & Art Director across the campaign, with Copywriter Anne Lau and ECD Russ Tucker. TBWA Sydney