Activia, leader of the probiotic, decides to tell everyone how important our gut is, revealing all its characteristics still unknown to most people. The project consists of 9 different video pills that each tell a secret about the gut, with the aim of creating educational content on a scientific theme, with an unconventional tone of voice that can be engaging and usable by everyone. We found 9 situations that in real life would not have any reference to the gut and transformed them into gut shaped situations or objects. The videos were aired both in the form of mini pills and as a long video.

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.