Challenge

Convince people who spend all their time on the toilet looking at shit on their phone to look down at the shit they just dropped in the toilet. Because their poop could give them life-saving information about their health.

Inspiration

This was born from a LBB brief - a challenge for the entire agency to venture back into the once fertile ground of radio. This playground proved to be an inspiration as ideas flowed from all over the agency, eventually landing on this one.

Results

The idea landed a D&AD Pencil for Wunderman Thompson, and perhaps more importantly, more people that ever visited the AMILI website to learn about the impact of gut health.