Category: Public Interest, NGO
Media: Integrated
Brand: United for Healthier Kids
Agency: Ogilvy
Geo: United Arab Emirates
Advertising Agency: Memac Ogilvy & Mather, Dubai, UAE
Executive Creative Directors: Ramzi Moutran, Will Rust
Creative Director: Logan Allanson
Associate Creative Director: Dylan Kidson
Creative Group Head: Gary Rolf
Art Directors: Maram Ashour, Naz Yunt
Copywriter: Waleed Bachnak
Regional Director: Nabil Moutran
Account Director: Fadia AlDandachi
Account Executive: Mike Nawfal
App developer: Mediamonks
Published: September 2016
Description: Download the free Tummyfish app: https://goo.gl/mJFkbt
Kids love sugary drinks, but think water is boring.
As a result, 1 in 4 kids suffer from health issues as they're often dehydrated. So in order to help kids live happier and healthier lives we created Tummyfish, a cute little friend that lives in children's tummies, which they need to care for by drinking plenty of water every day.
We produced a colourful storybook telling the tale of the first Tummyfish and how she fled scary seas, seeking refuge in a little boy's tummy after being accidentally drunk in a glass of water. The book supported an app which allowed parents to introduce kids to their very own Tummyfish with a simple camera trick.
Kids who improved their drinking habits were rewarded with unlockable toys and mini-games for their Tummyfish, while parents were able to encourage their kids' progress and monitor positive behaviour change with daily reminders and statistics.