To realize our idea, we studied every single feature of the gut and selected the most surprising ones. But how to visualize the gut while remaining pleasing to the eye? With a 3D artist we studied a visual metaphor for each feature, transforming the intestine into a key visual pop each time: a pinball machine, an emoticon factory, a toy train, a vintage telephone, a school of tropical fish, a rubber kids toy, a magical library, a wooden puzzle and a tennis court. To standardize the contents we then worked on a palette that had Activia green (in different gradients) and obviously the pink of the gut as color heroes, combined with other bright colors in order to keep a fresh language, pop and colorful, suitable for the social channels in which it was launched to reach a younger target. The ironic tone underlined by a jingle at the end.