United for Healthier Kids: Tummyfish

January 05, 2017Filed under Integrated and Public Interest, NGO

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.

Advertising Agency:Memac Ogilvy & Mather, Dubai, United Arab Emirates
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
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