Activia #OMGUT

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.

PINBALL
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.

THE MICROBIOTA IS MADE UP OF TRILLIONS OF MICROORGANISMS
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 defences 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.

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.

SMILEY FACTORY
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.

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 FORMATIONS
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.

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!

TENNIS NET
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.

GUT IS INTELLIGENT
The gut is like a second brain, it contains more than 200 million neurones, and it is in constant communication with the brain. Did you know you had a smart gut?

BRAIN BULB
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!

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.

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.

​FOOD SORTER
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.

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.

MODERN PHONOGRAPHY
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.