Most brands' strategies and advertising are good enough. Technology and talent have raised the floor so that truly bad examples are becoming rare. But it’s also lowered the ceiling. Our media is full of a bloated middle ground of safe and homogenous brands.

This is how creative strategy helped a young brand breakthrough ‘good enough’ by being gutsy with its business model, branding and communications. And how our creative strategy helped overdeliver its goals, commercial success and mission to improve the nation’s health. View More

We are the Mac Twins (otherwise known as Lisa and Alana), who became "chief guinea pigs" for research into gut health.

To our surprise, we found that whilst 100% of our DNA is identical, only 30% of our gut microbiota is. What's even more eye-opening is how important the microbiome is. With 80% of our immune system being in our gut, it plays a vital role in our overall well-being.

We turned our passion into a business. A business with a purpose. Building our business model, product pipeline and mission to democratize Gut Health.

We built our community first (100k plus) by tackling stereotypes and “taboos” to get people talking shit.

We created our brand to bridge the gap between science and real people, as people engage with brands, not science.

We identified the consumer-first need that informed our innovation, product development and path to business.

We first and foremost built a brand to solve a problem — selling products and services became the easy part. View Less