Bayer wins big at the MMA SMARTIES Awards with Antibio Pro Campaign

HCM CITY — Bayer has won gold, silver and bronze awards in the most engaging mobile creative and video advertising categories for its ‘Battle of PO’ film, a unique stop-motion claymation that seeks to promote gut health among Vietnamese, at the MMA SMARTIES Awards 2021.

Organised by the Mobile Marketing Association, this is the world’s only global modern marketing award that honours innovation, creativity and success.

Antibio Pro, a long-established probiotic supplement brand, launched ‘Your Gut Savior Against Food Villains’ to shed light on the importance of gut health through the creative use of animation. The claymation won gold in the Video Advertising category at the Mobile Marketing Association (MMA) SMARTIES APAC Awards 2021; and the Silver and Bronze in the categories of Most Engaging Mobile Creative and Video Advertising at the MMA Vietnam SMARTIES Awards 2021. 

‘Your Gut Savior Against Food Villains’ takes place in an imaginative gut world where the superhero Antibio Pro protects the intestinal village from its everyday menace – unhealthy food. The plot has acquired a considerable following among Vietnamese parents and children. The campaign has found an engaging way to incorporate science and local insights into a unique story about gut health, entertaining consumers while educating them at the same time. 

A message of health and self-care in adorable clay characters

Fast food is a popular indulgence among young people and a frequent source of digestive issues. 

Recognising this, Antibio Pro produced a unique tale through ‘Battle of PO’ based on a theme that is important to the audience and their family: the hero (Antibio Pro) saves all villagers (intestine village) from the villains (food).

Over the course of 30 days, the filmmakers built the whole movie set from clay and shot it in stop-motion. The resulting adorable short video is now on the daily watch list of many Vietnamese families. It has attracted more than eight million views and 300,000 interactions, and had 50 articles written about it. 

Nguyễn Thế Thiện, marketing manager of the company’s digestive supplement department, said: " Receiving the gold award at the MMA SMARTIES APAC Awards 2021, the silver and bronze awards at the MMA Vietnam SMARTIES Awards 2021 is an incredible honor for all of us in the consumer health team and Bayer Vietnam. 

“It is a tribute to the long days the team spent on creating something truly unique and impactful, and gives us the motivation to take on our upcoming projects with even more gusto.”

In the wake of COVID-19, it has become apparent that access to self-care will be a key solution to helping the world achieve SDG #3: Health & Wellness. 

Eating well, exercising and accessing the right healthcare resources and medicines are all key elements of self-care, and help prevent illness and disease and improve the overall quality of life. 

When people have the power to care for themselves, they live better lives, and healthcare systems around the world become more sustainable. 

Bayer Vietnam is encouraging consumers to take better care of their digestive system for general wellbeing. Thus, help people live longer, better and more fulfilling lives. — VNS