2022

NYX Game Grand Winner

Gut Bacteria Reef

Entrant Company

Nakatomi

Category

Game Advertising - Advertising / Other____

Client's Name

Kellogg's

Country / Region

Australia

Kellogg's wanted to talk to young gamers about the health benefits of their cereals in a new and engaging way. We made the invisible, visible by creating Kellogg’s Gut Bacteria Reef. Kelloggs’ Gut Bacteria Reef draws parallels between the human gut and the Great Barrier Reef - both being diverse ecosystems that need our help to survive and prosper. The player is shrunken down and sent on a mission through the human body to experience first-hand the benefits Kelloggs’ can have on the human gut. We needed this message to be memorable, and the best way to create memorable virtual experiences is by making them incredibly immersive. So, we opted for Virtual Reality. Instead of learning by seeing, players were given the chance to learn by doing as they controlled the miniature biological submarine, navigated through the winding intestines and helped the gut thrive by taking aim with the Fibre Feeder and helping the gut flora grow. Gamers are an incredibly passionate and vocal audience - making it tough to create branded content that fits. We have an intimate understanding of business and an intimate understanding of gamers - that’s because we’re gamers ourselves. It’s this balance that allows us to promote brand engagement through relevant content - ensuring a fair value exchange between brand and consumer. To drive fame and get the game in more young hands, we set up a VR activation at The Sydney Aquarium during school holidays. There we blended virtual and reality, using the space to reinforce parallels between the ecosystem within and the Great Barrier Reef. Proving the maturity of the domestic VR market, and as a first for a commercial organisation in Australia, the VR experience was released publicly on the Steam store for free. Kellogg’s is stocked in every major supermarket across the country. So for mass reach we made every pack of Kellogg’s a portal to play, linking families to the game on STEAM via QR code. A full 360 experience was also available to a wider audience through YouTube.

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