2017 Winners & Shortlists


Short List
CategoryCreative Innovation
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

The Tummyfish app was developed for both Android and iOS platforms in English and Arabic. Once the app was opened, parents were prompted to place their mobile phone onto their child's tummy. Once the camera lens was completely covered, the app initiated the arrival of Tummyfish where she appeared inside the child's tummy, bridging the real world with the virtual one, and maintaining the illusion that Tummyfish was real. Once freeplay mode was entered, kids’ Tummyfish would behave in different ways according to the child's drinking habits, using data gathered from the parents, which was input secretly every day. This data was used to calculate when a child had a 'good drinking day' and rewarded them with toys they could unlock, mini-games, advanced interactions, and the joy of seeing their fish grow up and change over time. To keep phone use under control playtime was limited to 5 minutes daily before Tummyfish would need to rest. The parent section of the app allowed mom and dad to set multiple daily reminders highlighting key times of the day for kids to drink water, and displayed drinking data in daily/weekly breakdowns to monitor water vs. sugary drinks consumption and positive behaviour change.

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. Tummyfish is an innovative idea, brought to life through an illustrated book and a unique, interactive digital game to teach kids better drinking habits. By taking them on an emotional journey, and helping them form a strong bond with a virtual friend in their tummy, they discovered the benefits of drinking water, rather than fizzy drinks. Convincing kids they had a Tummyfish that could only be properly cared for by drinking water daily, we addressed an important regional health issue in a fun, innovative and educational way.


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, Rafael Valencia, Muhammad Umair 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
Souheil Zahreddine BeyondPost Editor
Video URL