Sydney, Australia – Kellogg’s Australia, together with TBWA\ Eleven Sydney, has created a virtual reality gaming experience that teaches Australians the importance of fibre in maintaining a healthy gut.
‘Gut Bacteria Reef’ teaches players their gut is a delicate microbiome, much like a coral reef. The game invites Australians to take a dive into their gut and armed with Kellogg’s high-fibre cereals they can nourish the good bacteria and enable them to prevail over the bad.
TBWA Eleven Sydney and NAKATOMI have collaborated to create a one-of-a-kind interactive VR experience ‘set inside the human gut’ to educate Australians on the importance of fiber in gut health. ‘Gut Bacteria Reef’ by Kellogg shows players that their guts are like coral reefs, home to trillions of species that need certain nutrients to grow. With Kellogg’s high-fibre cereals in hand, players take a deep dive into the human gut to nourish the good bacteria and allow them to grow and prevail over the bad ones.
Kellogg’s recently partnered with the SEA LIFE Sydney Aquarium and invited visitors to try the VR experience and dive into their gut, get up close to the organisms and diverse flora that live within our bodies, and learn about the importance of fibre in maintaining this thriving ecosystem.
Dan Bitti, senior marketing manager – breakfast at Kellogg’s, shared, “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.”
Meanwhile, Russ Tucker, executive creative director at TBWA\ Eleven, commented, “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 to everyone who stayed on the journey and helped bring this idea to life.”
Every pack of Sultana Bran, Special K, All-Bran and Guardian cereal in Australia will be a portal to play. Through a QR code, users will be connected to the experience on the gaming platform STEAM as well as be directed to a full 360 experience on YouTube.
