2017 Winners & Shortlists


CategoryExperience Design
Additional Company 2 MAGNET Dubai, UNITED ARAB EMIRATES

The Campaign

Kids will believe anything if it’s wrapped up in a nice story, so using a colorful illustrated storybook and a breakthrough interactive mobile app, we convinced them that they had a fish living in their tummy, which they needed to care for by drinking water every day. Using the mobile phone’s camera we were able to place the Tummyfish magically in kids bellies. This technique allowed us to bridge the real world with the virtual one and maintain the illusion of Tummyfish’s existence. The kids then had to care for their new friend. Tummyfish’s behaviour mirrored the children’s drinking habits, using data input from the parents each day. Drinking water kept their Tummyfish happy and healthy whilst sugary drinks make her sad and unresponsive. Kids who improved their drinking habits watched their friend grow and were rewarded with mini-games, while parents were able to monitor consumption and track behaviour change.

Creative Execution

We produced a beautifully illustrated children’s book and distributed it in schools and bookstores in countries across the Middle East. The book leads families to download the interactive mobile app where the story continues, allowing kids to meet their very own Tummyfish. The behaviour of Tummyfish mirrored the children’s drinking habits, using data input by the parents each day. Kids who improved their drinking habits could watch their friend grow and were rewarded with mini-games, while parents were able to monitor consumption and track behavior change with daily reminders and statistics. Once Tummyfish had been introduced and proved successful in the Middle East, we broadened our scope, by introducing it to a wider range of countries outside the region.


Tummyfish is making a big splash and is currently living in over 500,000 tummies in 11 countries around the world. Kids who use the innovative mobile app have demonstrated a positive behavior change with a 79% increase in water consumption, adding up to over 1.5 million rewards unlocked so far. Tummyfish was picked up by the Dubai Health Authority who featured the campaign at the Dubai Innovation Week and voted it as the number one health and wellness app of 2016. The campaign has been so effective that the Dubai government has also endorsed it, and made it part of the National Schools Curriculum as a teaching tool in schools across the emirate. This is just the beginning as Tummyfish is now being adapted to other languages and being rolled out globally in order to help even more children live healthier lives.

It can be notoriously difficult to get kids to drink water. Thankfully, kids love a good story and they are becoming more tech savvy, making it easier to engage directly with them to change behaviour. Tummyfish engaged kids with an illustrated book and an interactive digital game that took them on an emotional journey, helping form a strong bond with a virtual friend in their tummy. Convincing kids they had a Tummyfish that could only be cared for by drinking water, rather than fizzy drinks, we addressed an important regional health issue in a way that bypassed nagging of parents.

Young kids can be convinced that something exists if it’s wrapped up in an entertaining story. So we engaged kids between the ages of 4 to 12 with a colorful illustrated storybook, distributed in schools and bookstores that tells the tale of a Tummyfish and how they could get their own one. The book led parents to our innovative mobile app where the story continues, allowing kids to meet their very own Tummyfish. By creating a connection between kids and their Tummyfish, which we achieved through a range of positive and negative reactions directly related to children's drink choices, we managed to teach kids healthier habits and drinking choices as they cared for their friend.


Name Company Role
Paul Shearer Memac Ogilvy Group Chief Creative Officer
Ramzi Moutran Memac Ogilvy ECD
Will Rust Memac Ogilvy/OgilvyOne Dubai ECD
Waleed Bachnak Memac Ogilvy Copywriter
Maram Ashour Memac Ogilvy Art Director
Naz Yunt Memac Ogilvy Art Director
Logan Allanson Memac Ogilvy/OgilvyOne Dubai Creative Director
Maya Elkai, Dylan Kidson, Gary Rolf, Petra Biro, Smriti Tandon, Prajakta More, R Memac Ogilvy/OgilvyOne Dubai Creative Team
Nabil Moutran Memac Ogilvy/OgilvyOne Dubai Regional Director
Hamza Chaoui Memac Ogilvy/OgilvyOne Dubai Planning Director
Fadia AlDandachi Memac Ogilvy/OgilvyOne Dubai Account Director
Mike Nawfal, Benjamin Schwartz Memac Ogilvy/OgilvyOne Dubai Account Executive
Majd AbiAli, Mouna Ghadban, Badr Nour Memac Ogilvy/OgilvyOne Dubai Social Team
Amanda Newall Memac Ogilvy/OgilvyOne Dubai Agency Producer
Vincent van de Wetering Media Monks Creative Director
Donny Hofman, David Kamerman Media Monks Game Producer, Game Developer
Isabella Koelman Media Monks Illustrator
Erik Bialek Media Monks User Experience Designer
Corstiaan Smorenburg, Glenn Korver Media Monks Unity Developer
David Fasullo, Benjamin Tuffy, Joao Carlos Marques de Almeida, Jimmy Schmidt Media Monks Creative, Design
John Davey Media Monks Producer
Dave van Luttervelt Media Monks Composer
Nick Davidson Magnet Director
Luke Morris, Wafa Tajdin, Jennifer Blackwell Magnet Producer
George Manolopoulos Magnet Digital Compositor
Adrian Partridge Magnet Editor
Ian Fairservice, David Fairservice, Charlie Scott Motivate Publishing Publisher
Yves Manghardt Nestlé Middle East Chairman & CEO
Rainer Mueller Nestlé Middle East Communications Director
: Zeinab Maktabi, Patrica El Chammas, Lynn Khatib Nestlé Middle East Nutrition, Health & Wellness Manager
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