To launch Arla Cultura, a live-culture yoghurt drink, we needed to break through a crowded gut-health category. Inspired by the surprising fact that the average human gut is eight metres long, we created Give Your Gut More — a campaign built around striking eight-metre comparisons that made consumers stop and think about their gut health. The idea came to life through a series of guerrilla OOH paste-ups strategically placed across Europe, delivering maximum impact with minimal media.