Gut health is a major concern, with 50% of Australians facing issues yearly.
Yet, it's hard to care about something you can’t see.
Making the invisible, visible
Kellogg’s Gut Bacteria Reef is an interactive VR Game that aims to teach Australian families about the importance of fibre in maintaining a healthy gut.
Campaign Overview
Dive deep inside the human gut
aboard your nano-submarine.
Gameplay taught players their own gut is much like a coral reef, home to trillions of organisms that need a balanced environment to thrive.
Playthrough
Game Design
Explore the vast ecosystem
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.
Dive in
Play via the Steam gaming portal.
Every pack,
a portal
QR codes on the backs of cereal boxes linked families to the VR game on the platform STEAM. A full 360° video experience was also available to a wider audience on YouTube.
YouTube 360°
Launch Event
The game launched to families and medai at the Sydney Aquarium as a free VR experience during the school holidays.
Digital Posters
Digital posters drove awareness of the experience.
Press & Recognition
Kellogg's Gut Bacteria Reef won the Grand Prize at the NYX International Game Awards.
Designers Institute of New Zealand - Game design - Silver
“Thank you Kellogg's for allowing me to observe the beauty of going deep inside someone's guts.” - Xavier: Renegade
“Regardless of whether you play this seated or standing, you'll be pooped by the end.” - Silent Caay
“This is the pinnacle of corporate advertisement games!” - Clanc
“Why not have some VR games with your cereal” - Kotaku
Impact
7 mins average play time
5%increase in sales
63% of Australian households reached
Credits
Agency - TBWA\ Eleven
Brand - Kellogg’s
Design & Game Development - Nakatomi \ Finch
Production - BOLT