Love Your Gut

Winner of a 2023 Clio Gold Award for Film - Scripted

This winning entry titled 'Love Your Gut' was entered for Dutch Mill Company Limited by Ogilvy Group Thailand, Bangkok. The advertising agency is part of the agency network: Ogilvy and holding company: WPP Group.

Background
Dutchie, the yoghurt leader, struggled to keep ‘health spotlight’ to themselves as new entries flooded the market with quick health solutions. Consumers end up overlooking health fundamentals such as the gut, responsible for breaking down and absorbing nutrition. This ad aims to re-prioritize ‘Gut Health’ and advocate Dutchie as a healthier lifestyle enabler, recruit new users to take long-term care of their health.

Creative Idea
Dutchie wanted to communicate our product’s benefits through the Creative idea that, “when the gut is not healthy it doesn’t absorb nutrients and deliver them to the body. It’s like we didn’t eat at all.” Our goal was to change consumer behavior by encouraging them to pay more attention to their gut health and pamper it daily with Dutchie yoghurt.

Strategy
Gut Health was never a familiar topic to the ‘tangible health targets’ – therefore, our strategy was to ‘make the unfamiliar, the familiar.’ It was important not to make an educational video, so we found a pain point everyone is familiar with- a delivery that never arrives- and bombarded the ad during peak media consumption on facebook and YouTube.

Execution
The gut’s purpose is to absorb and transport the right nutrition to the right organs, but without being looked after, they will only work as a pathway for digestion. We then selected the benefits to communicate; muscle building with whey protein, perfect skin with collagen, or immunity with vitamin water, to communicate the benefits of build perception of Gut Health.

Outcome
Within just three weeks of releasing the ad, the results were outstanding:
• 4M reach on YouTube and nearly 20% completed views
• KPI surpassing its initial goal by 94%
• Achieved the most prioritized objective: raising awareness of Gut Health and creating positivity towards the brand for creating a quirky, educational video that Thais can relate to, and kickstarted Dutchie’s new direction of pushing Gut Health as a national priority.