Inner Health’s blue bugs get a refresh in new campaign from VMLY&R

Inner Health’s blue bugs have a new look and have taken over the command centre of the body.

The new campaign from VMLY&R launches the brand platform ‘Listen to your gut’, explaining gut health can have broader effects than just one-off digestive issues.

“People think your brain controls everything. But really, your gut is the command centre for your body. It plays a big part in how you feel. And when your gut is feeling off, you can feel… off. So we’ve moved the narrative away from ‘probiotics’ to ‘total gut health’,” said VMLY&R client service director, Jo Millington.

“With this came the opportunity to re-visit Inner Health’s iconic bug.”

The Inner Health blue bugs have been part of the brand’s marketing for 30 years. The tagline, ‘Have you had your Inner Health today?’ has also been refreshed in the new campaign.

Senior brand manager, Liz Brookes, said: “Inner Health first pioneered the probiotics category nearly 30 years ago and our famous blue bugs have been simplifying the science of gut health ever since. While moving the message from digestive balance to whole body health, we had the opportunity to modernise our characters and tagline which was a true privilege.

“VMLY&R lead a team of passionate creatives to produce some outstanding assets that we hope will continue to be loved by Australians for another 30 years.”

The animation of the blue bugs was executed by Unlisted. The Producers was behind the live action component of the ad.

VMLY&R’s associate creative director, Guido Pecego, described the blue bugs as an “Australian icon” and said it was an honour to work on the project.

“We wanted to modernise Inner Health’s bugs by evolving their form while deeply respecting their basic characteristics and giving them the personalities we always knew they had,” he said.


CCO – Paul Nagy
Head of Strategy – Andrew Kolb
Associate Creative Director – Chelsea Parks
Associate Creative Director – Guido Pecego
Head of Broadcast and Content – Mignon van Weeren
Client Service Director – Jo Millington
Senior Account Manager – Sarah McCabe
Account Executive – Matt Hunt

Client – Metagenics
Head of Marketing – Brett Ballentine
Marketing Manager – Alissa Moes
Senior Brand Manager – Liz Brookes
Brand Manager – Sam Upton
Senior Creative Designer – Kate Guy

Animation & Post Production – Unlisted
CG Director – Nick Lines
EP – Graham Pryor
Head of Production – Chelsea Nieper
Producer – Doireann Lally
Junior Producer – Liz Manning
CG Supervisor – Adrian Oostergetel
Storyboards – Dylan Shearsby
Character Design – Vic Fun
Environment Design – Sacha Bryning
CG Model – Kevin Taylor
Texture / Lighting – Nathan Juno
Lead Animator – Ben Hubbard
Animator – Inès Pagniez
Motion Graphics – Will Hunt
Editor – Shannon Michaelas
Grade – Marty Greer
Online – Tom Marley

Live Action: The Producers
Live Action Director – Mitch Kennedy
Production Company – The Producers
Executive Producer – Noelle Jones

Sound Design – Cutting Edge
Sound Design, mix and SFX – Michael Thomas
Post Producer – Aysha Jones/Camille Cannings

Jesse Smith


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