Enterogermina Anti-Murphy's Law Toast mockumentary tests ‘the 5-second rule'
Enterogermina – a client of McCann Health UAE and a non-prescriptive probiotic brand that helps to restore and reinstate gut health – has launched The Anti-Murphy's Law Toast campaign in the form of a mockumentary that challenges the '5-second rule' through 'specially engineered toast'.
Through the campaign, which is being rolled out on digital and social channels in the UAE, the brand challenges Murphy's Law which states that 'anything that can go wrong, will go wrong' and invites people to question the myth: is it acceptable to eat something that has fallen on the ground, even if it's for less than five seconds?
The campaign was brought to life for Opella Enterogermina by MRM Spain, digital agency Cappuccino, production company Cariño Contents, with the 360° media strategy led by WMcCANN, including a documentary premiere on Discovery Channel.
Initially launched in Brazil, more than 40 key opinion leaders (KOLs) attended an exclusive screening of the documentary at Sao Paolo's famous Le Pain Quotidien bakery.
The campaign also featured influencer amplification in partnership with Spark and a digital strategy led by Monks, focusing on social media engagement.
Rollout of The Anti-Murphy's Law Toast campaign
Created by MRM Spain, the campaign saw Enterogermina collaborate with physicist Robert Matthews, who was awarded the Ig Nobel Prize in 1996 for his study proving Murphy's Law applied to toast.
A short documentary was created as part of the campaign, showing Matthews working with a team of scientists and bakers to design a specially engineered toast, in an attempt to defy this theory.
The short film dives into the scientific research behind the concept, the creation of the first prototypes in the kitchen of 12 Michelin-starred chef Nuño García, and features insights from microbiology researcher Simon Baines.
Ségolène de Marsac, Global Brand GM at Enterogermina, said, 'This innovative activation embodies our commitment to turning conventional wisdom on its head. Just as we are challenging the laws of gravity, we are also challenging common misconceptions about gut health through this unexpected mockumentary.'
The prototype was a success, landing butter-side up about 75 per cent of the time, as opposed to only 37 per cent of the time when using conventional toast.
'By questioning a widely held belief like the 5-second rule or the odds of toast landing butter-side up, we aim to spark curiosity and discussions about gut health in a light-hearted way,' says Eduardo Magalhães, CMO of Opella Brasil.
Félix del Valle, MRM Spain CCO, concluded, 'Thanks to the entire team at Opella and Enterogermina for supporting such a bold and brave project. This initiative takes a truly different approach to start a conversation about gut health. The result is a unique content that grabs your attention from the very first second, combining pure entertainment with education.'
CREDITS:
Client: Opella-Enterogermina
Alberto Hernandez,
Valerie Brass,
Julie Regis,
Segolene De-Marsac,
Michele Gatti,
Eugenie Cornuet,
Rafael Masunari,
Jaqueline Gimenes,
Nadia Borges Depieri,
Veronika Rodrigues,
Débora Bassanezi,
Eduardo Magalhães,
Paolla Minotelli,
Agnes Motta,
Carolina Frateschi,
Marcelo Tuma,
Giovanna Araujo,
Jéssica Canette,
Thamiris Tavares,
Diego Coelho e Juliana Mineoka.
EVP Global Business Lead: Nicolas Guzman
Global Business Director: Álvaro Cuneo
Agency: MRM Spain
MRM Global CCO: Ronald Ng
MRM Global Opella CCO & MRM Spain CCO: Félix del Valle
Executive Creative Director: Guillermo Santaisabel
Creative Director: Gui Moreira
Associate Creative Directors: Fernando Morate, Sergio García
Copywriter: Carmen Bello
Art Director: Javier García
3D Artist/Art Director: Daniel Oteiza
Design Director: Pablo Camarero
Visual Designers: Celia López, Paula Batista
Digital Project Manager: Miguel Simón
Website developer: Jaime García
Gobal Opella CSO: Clément Fiorda,
Strategic planner: Julieta Pesci
Global Business Leader & Head of Growth: Stefano Piccini
Business Leader: Patricia Burelli
Account Director: Lucía Pereira
Account Supervisor: María Nuñez
Business Affairs: Coral Sellares, América Almodóvar
PR Agency: Weber Shandwick Brazil
Associate: Rhaisa Trombini
Account Manager: Aline Corrêa
Account Director: Bruna Rassi
Consumer & Healthcare Practices Vice President: Laura Chiavenato
Digital Agency: Cappuccino
CCO: Vitor Elman
Creative Director: Diego Torres
VP Operations: Lara Magalhães
CBO: Rodrigo Martinez
Local Agency: WMcCann / Brasil
Head of Content: Karoline Canin
Contenido: Caroline Sacute
Business Director: Thiago Xavier
Account: Carolina Rissotti
Media: Luccas Athayde, Rogerio Jorge, Victor Takekawa e Luciana Miranda
Head de Producción: Daniela Toda
Integrated Production: Fernanda Pinheiro
Production: Nereu Marinho
PR: Kerena Neves e Giulia Camargo
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Enterogermina Anti-Murphy's Law Toast mockumentary tests ‘the 5-second rule'
Enterogermina – a client of McCann Health UAE and a non-prescriptive probiotic brand that helps to restore and reinstate gut health – has launched The Anti-Murphy's Law Toast campaign in the form of a mockumentary that challenges the '5-second rule' through 'specially engineered toast'. Through the campaign, which is being rolled out on digital and social channels in the UAE, the brand challenges Murphy's Law which states that 'anything that can go wrong, will go wrong' and invites people to question the myth: is it acceptable to eat something that has fallen on the ground, even if it's for less than five seconds? The campaign was brought to life for Opella Enterogermina by MRM Spain, digital agency Cappuccino, production company Cariño Contents, with the 360° media strategy led by WMcCANN, including a documentary premiere on Discovery Channel. Initially launched in Brazil, more than 40 key opinion leaders (KOLs) attended an exclusive screening of the documentary at Sao Paolo's famous Le Pain Quotidien bakery. The campaign also featured influencer amplification in partnership with Spark and a digital strategy led by Monks, focusing on social media engagement. Rollout of The Anti-Murphy's Law Toast campaign Created by MRM Spain, the campaign saw Enterogermina collaborate with physicist Robert Matthews, who was awarded the Ig Nobel Prize in 1996 for his study proving Murphy's Law applied to toast. A short documentary was created as part of the campaign, showing Matthews working with a team of scientists and bakers to design a specially engineered toast, in an attempt to defy this theory. The short film dives into the scientific research behind the concept, the creation of the first prototypes in the kitchen of 12 Michelin-starred chef Nuño García, and features insights from microbiology researcher Simon Baines. Ségolène de Marsac, Global Brand GM at Enterogermina, said, 'This innovative activation embodies our commitment to turning conventional wisdom on its head. Just as we are challenging the laws of gravity, we are also challenging common misconceptions about gut health through this unexpected mockumentary.' The prototype was a success, landing butter-side up about 75 per cent of the time, as opposed to only 37 per cent of the time when using conventional toast. 'By questioning a widely held belief like the 5-second rule or the odds of toast landing butter-side up, we aim to spark curiosity and discussions about gut health in a light-hearted way,' says Eduardo Magalhães, CMO of Opella Brasil. Félix del Valle, MRM Spain CCO, concluded, 'Thanks to the entire team at Opella and Enterogermina for supporting such a bold and brave project. This initiative takes a truly different approach to start a conversation about gut health. The result is a unique content that grabs your attention from the very first second, combining pure entertainment with education.' CREDITS: Client: Opella-Enterogermina Alberto Hernandez, Valerie Brass, Julie Regis, Segolene De-Marsac, Michele Gatti, Eugenie Cornuet, Rafael Masunari, Jaqueline Gimenes, Nadia Borges Depieri, Veronika Rodrigues, Débora Bassanezi, Eduardo Magalhães, Paolla Minotelli, Agnes Motta, Carolina Frateschi, Marcelo Tuma, Giovanna Araujo, Jéssica Canette, Thamiris Tavares, Diego Coelho e Juliana Mineoka. EVP Global Business Lead: Nicolas Guzman Global Business Director: Álvaro Cuneo Agency: MRM Spain MRM Global CCO: Ronald Ng MRM Global Opella CCO & MRM Spain CCO: Félix del Valle Executive Creative Director: Guillermo Santaisabel Creative Director: Gui Moreira Associate Creative Directors: Fernando Morate, Sergio García Copywriter: Carmen Bello Art Director: Javier García 3D Artist/Art Director: Daniel Oteiza Design Director: Pablo Camarero Visual Designers: Celia López, Paula Batista Digital Project Manager: Miguel Simón Website developer: Jaime García Gobal Opella CSO: Clément Fiorda, Strategic planner: Julieta Pesci Global Business Leader & Head of Growth: Stefano Piccini Business Leader: Patricia Burelli Account Director: Lucía Pereira Account Supervisor: María Nuñez Business Affairs: Coral Sellares, América Almodóvar PR Agency: Weber Shandwick Brazil Associate: Rhaisa Trombini Account Manager: Aline Corrêa Account Director: Bruna Rassi Consumer & Healthcare Practices Vice President: Laura Chiavenato Digital Agency: Cappuccino CCO: Vitor Elman Creative Director: Diego Torres VP Operations: Lara Magalhães CBO: Rodrigo Martinez Local Agency: WMcCann / Brasil Head of Content: Karoline Canin Contenido: Caroline Sacute Business Director: Thiago Xavier Account: Carolina Rissotti Media: Luccas Athayde, Rogerio Jorge, Victor Takekawa e Luciana Miranda Head de Producción: Daniela Toda Integrated Production: Fernanda Pinheiro Production: Nereu Marinho PR: Kerena Neves e Giulia Camargo
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