Short List
Category G06. Video / Moving Images
Product/ServiceTHE GUT STUFF
Name Company Position
Ian Ritchie Jones Knowles Ritchie Chief Creative Officer
Tosh Hall Jones Knowles Ritchie Global Executive Creative Director
James Nixon Jones Knowles Ritchie Managing Director
Sean Thomas Jones Knowles Ritchie Executive Creative Director
Adam Swan Jones Knowles Ritchie Design Director
Rachel Gidlow Jones Knowles Ritchie Senior Designer
Sean Lingwood Jones Knowles Ritchie Senior Designer
James Snook Jones Knowles Ritchie Senior Designer
Tristan Dampney Jones Knowles Ritchie Senior Account Manager
Jane Steel Jones Knowles Ritchie Group Brand Strategist
Wayne Bilton Jones Knowles Ritchie Visualisation Director
Sam Broude Jones Knowles Ritchie Senior Artworker
Christie Nelson Jones Knowles Ritchie Production Director
Ben Shrubsole Jones Knowles Ritchie Realisation Designer
Daniel Kennington Jones Knowles Ritchie Head of Film & Motion
Louise Tattershall Jones Knowles Ritchie Film & Motion Designer
Amy Maw Jones Knowles Ritchie Marketing Director
Christopher Sharpe Jones Knowles Ritchie Copywriter
Resonate Sound Designer
Rachel King Photographer


Guts have never been so important. But while new research reveals more about the link between our gut health and general wellbeing everyday, the facts are being lost amidst the fads. Luckily, The Gut Stuff is here to get to the bottom of it. First founded by identical DJs The Mac Twins as a YouTube channel, The Gut Stuff’s mission in life is to make gut health digestible, simplifying the science so we all know our insides inside out. So we found the perfect medium to help that message blow up: balloons. In our bright pink world, the visceral became vibrant, with humanising, humorous animation and sound design seizing the imagination and making digestion delightful.

Describe the creative idea

To answer the question “Why is gut health important?”, The Gut Stuff brand identity gets literally blown up and blown out. Bright, shiny, pink balloons appear, moulding into the shape of intestines, DNA, brains and various other components of the human body, as the video explains some of the key facts behind gut health. As the pace of the film increases, in-line with its increasingly frantic percussive soundtrack and rubbery sound effects, we see symptoms of gut health – from bloating to flatulence – depicted in increasingly quirky and amusing ways, until we land on the key take-out of it all: ‘Making Gut Health Digestible’. And with that, the balloon bursts, revealing The Gut Stuff’s web URL.

Describe the execution

We quickly landed on a powerful visual metaphor for gut health – a bright pink balloon – and then set about pushing its limits. Our challenge was one of balance, finding the right mix of realism, serious subject matter and the spirited heart of the brand to land our idea. This latter point was important. The Gut Stuff are here to make gut health digestible – and what’s more digestible than fun? We went with our guts and road-tested a range of ideas, using real balloons to learn their geometry and find out which elements we wanted to borrow from and which we wanted to simulate. The result was a visceral suite of visual and aural representations of gut health – bloating, irritation, flatulence – balanced with other ideas that simply dialled-up our playful, hyper-real. The cherry on top? Working hand-in-hand with a composer to nail the rubbery sound editing.

List the results

The Gut Stuff is on a mission to take gut health to the masses and the engagement the brand has experienced to date is testament to this. Social media followers have been growing rapidly with high audience engagement levels achieved - average percentage increase of followers per week is between 10-20%, rising to 105% during weeks with PR activity. On average, the brand achieves 41,360 impressions on a weekly basis. On top of this, the Gut Stuff website is now 9th in the world when searching “the gut” - from organic growth alone. This demonstrates how the brand is establishing itself in the world of gut health and supporting the growth of the category as a whole. The Gut Stuff is launching an e-commerce shop in May 2018, demonstrating once more how it has established its credentials within gut health.