ACTIVA // OMGut Program by Cecilia Moro & Anita Rocca
CLIENT: DANONE ACTIVA
PROJECT: OMGut Summer Program
CREATIVES: Cecilia Moro & Anita Rocca
CREATIVE PRODUCTION STUDIO: Pink Salt
3D CGI TALENT: James van den Elshout
EXECUTIVE PRODUCER: Beatrice Cardile
3.5 M Reach
4.7 M Impressions
+400 Instagram contents in less than 2 month
+50% traffic on Activia's website
ABOUT THE PROJECT:
OMGut is a call to action to prepare to live our summer to the fullest, starting with the well-being of our guts. Because if you feel good inside, you will live better outside. It is a program that tells you how important the gut is and why everything is extremely connected to its well-being. It is also a program that gives advice on how to do it together with Federica Pellegrini.
She invites you to join the program: 8 rules to follow in 14 days. You can discover everything you didn't know about the intestine and how to take care of its well-being with the Activia range.
BRIEF & IDEA:
Parallel to Federica's content, the gut facts will be told in an entertaining way with short gifs / videos, using the same type of setting.
From the same videos or in the same set it will also be possible to finalize small gifs with products or small quotas, to be included in the dem or in social channels.
ABOUT CECICLIA MORO & ANITA ROCCA:
Cecilia and Anita are Creative Directors at VMLY&R. Cecilia began her career as an Art Director after a Masters degree at IED and Central St. Martins School of Arts and has since then gained solid experience within the fashion, automotive, food & beverage sectors.
Anita, with a degree in philosophy, followed by a Masters in Copywriting at the Polytechnic has been working as a copywriter in the furniture, automotive, food & beverage, fashion and media sectors.
Both of them award-winning with numerous national and international awards. The Silver and Bronze Lions for Diesel and Dacia, and Bronze Lion for Disney Alice in Wonderland in Cannes stands out.
ABOUT JAMES VAN DEN ELSHOUT:
James is a designer & director from Sydney, Australia.
While creating both still and moving imagery, he strives to adapt his work to the cause and create bespoke pieces of design while maintaining a level of flair and polish.
James has experience working solo, in small tight-knit groups and with large global studios. His expertise covers initial conception and art direction through to leading teams and executing each stage of the project along the way, including lighting, shading, animation and rendering.
He has been lucky enough to work with a variety of clients, including Nike, Google, Microsoft and Starbucks. His work has also been closely connected to Australian musical acts such as Flume, RUFUS and PNAU.
Rule 1 //
THE GUT IS ESSENTIAL FOR IMMUNE DEFENSES
Perhaps not everyone knows that 70% of the immune system is located right in the gut, which acts as a barrier against various external agents, including harmful bacteria: it is therefore important to keep it healthy. If your gut isn't fit, you can't be fit.
A series of functional flippers, bumpers, springs and rails working together to fight and deflect incoming harmful bacteria. There is intricate detail among the mechanical side of the contraption, each gear and pulley have an effect on fighting away external agents.
Rule 2 //
THE MICROBIOTA IS MADE UP OF TRILLIONS OF
In your gut live trillions of bacteria very different from each other and in close relationship with each
other. In your intestine live trillions of small bacteria very different from each other and dependent on
each other. These tireless little workers play an essential role in digestion, increase the defenses of the
immune system, prevent infections and can even affect your mood.
SCHOOL OF FISH
In between rocks and ocean flora lives a school of fish. A wide array of different species, sizes, shapes and colors, representing the trillions of microorganisms that work together to achieve a common goal. The fish flurry in and out of the school, changing the overall shape and
forming one collective mass. There are streams of different fish, representing the gut.
Rule 3 //
THE GUT PRODUCES HAPPINESS
Sounds strange, doesn't it? Still, 90% of our body's serotonin is produced right from the gut and it has been proven that the bacteria that live there can directly or indirectly affect the levels of "happiness hormone" in our body. A fit intestine makes you happy.
There is a factory line that transforms a wooden cube into a yellow, spherical, smiley emoji. The Factory line resembles the shape of a gut, curling around on itself until finally the smiley emojis roll down a path out of frame.
Rule 4 //
THE GUT HAS IS OWN “FINGERPRINT”
The gut hosts up to tens of trillions of microorganism, which makes up its microbiota. Its composition is different in each person from birth and in continuous evolution. Each microbiota is unique, there is no one like the other, it is our personal "fingerprint".
SERIES OF UNIQUE SHAPE
An assortment of shapes and materials stacked and fitted together, resembling the shape of a DNA structure. We jump cut to 3-4 different designs within the video duration. Each with shapes resting into place, balancing, playing. Nametags accompany each structure, showing that each is unique to a different person.
Rule 5 //
GUT IS BIG AS A TENNIS COURT
The intestine is on average 7 meters long, it hosts 200 million neurons and tens of trillions of bacteria for a total area of 250 square meters - the size of a tennis court. Dimensions of this type serve to increase digestion and better absorb nourishment.
Game, set, match!
A tennis match is shown between two large rackets, hitting a ball back and forth. In the middle lies an out-stretched net that is in the shape of the gut.
Rule 6 //
GUT IS INTELLIGENT
The gut is like a second brain, it contains more than 200
million neurons, and it is in constant communication with the brain. Did you know you had a smart gut?
A light bulb has it’s cable in the shape of the gut. A switch turns it on and off, coming up with a new idea!
Rule 7 //
THE GUT IS A POWER BANK FOR THE BODY
Without the bacterial flora of our gut, the body would not be able to use some nutrients introduced with food. In addition, as we know, the intestine is a part of the digestive system, essential for deriving energy from what we eat. Our gut is therefore a bit like a power bank, but smarter, able to even regulate our mood.
POWER CABELS & TRAIN SET
A series of cables are connected to ports and junctions and form the shape of the gut. An electric current is animated through the cables and the junctions show light flashing with voltage. At the bottom of frame lies an inactive train set, when the power cables are plugged in the train set powers on and begins to animate.
Rule 8 //
THE GUT IS FLEXITARIAN
The diversity of what we eat is that keeps our gut active and healthy. Our microbiotic system is made up of very different bacteria and the greater the diversity, the better it is for our intestines. So the more you eat different things, the more you give your gut the variety it needs.
A plethora of different foods travel towards a gut shaped object in the middle of the screen. Showing the variety of food that our gut needs to stay healthy.
Rule 9 //
THE GUT SOMETIMES SPEAKS TO US
Food is a pleasure and not only a source of energy, but sometimes we tend to forget that the intestine needs variety to be at its best and that he communicates it to us himself, even if sometimes we don't notice it. Still, taking care of the gut is not that difficult with the right allies.
Based off the original phonograph, this will consist of a large horn which tapers down to the form of gut eventually leading to the pedestal which contains a vinyl playing.