Kellogg's: Gut Barrier Reef

Kellogg's, a cereal brand, launched a campaign to re-educate Australian families that high-fibre cereal helps balance the good and bad bacteria in the gut, and the importance of looking after your gut.

CSIRO Institute's research shows half of Australians experience gut health problems every year.

But many don't understand how the gut works as they can't see the problem. So it's hard to promote the benefits of Kellogg's fibre cereals.

We had to re-educate Australian families that high-fibre cereal helps balance the good and bad bacteria in the gut and the importance of looking after your gut.

We designed the world's first educational game set inside the human gut to make the invisible, visible - the Kellogg Gut Bacteria Reef.

Gameplay showed the gut is much like the Australian Great Barrier Reef,...

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