Thermo Fisher Scientific is a Fortune 500 biotech company, leading the way in medical research, innovation and at the forefront of the battle against COVID-19. They empower scientific researchers through a wide spectrum of tools and equipment. Gibco, part of their family of brands, is the leading manufacturer of cell culture media, sera and technologies aimed at cell research.
The 'Art of Cells' campaign aimed at creating a human-centered bond between the brand and its users, or as we saw it, between the scientists and their research.
Through a multi-tiered campaign, we asked scientists to write love letters to their cells, which rendered deeply emotional and unexpected reactions from them. We then delivered these love letters to a selected group of artists, all of them at the forefront of their craft, in disciplines like 3d character design, virtual and augmented reality, embroidery, poetry and traditional illustration.
What I did:
- Researched and curated participating artists across all sorts of traditional and new media: music, sculptural embroidery, illustration, experimental 3d design and Augmented Reality.
- Developed the visual style for the campaign across all assets and media based on previous instalments and pushing the campaign forward.
- Assisted in interviewing artists and scientists.
- Worked closely with the engagement, copywriting and video team to guide, support and deliver solid, consistent visual results that followed the brand guidelines but stayed true to the campaign.
- Named 2 of the resulting artwork (Inner Space and Cell Gene Pool Party)
The campaign ran across video platforms such as YouTube, digital display, programmatic display, email and both organic and paid social media (Instagram, Twitter, LinkedIn), with artist and scientist profiles, as well as all documentary videos and artwork, housed on Gibco Cell Culture content hub.
To date, the campaign has delivered record results for Gibco, which include a 60%+ YOY growth for new contacts 60m impressions, 1m+ video views and climbing, a 71% average video engagement rate and a 250% increase in accounts reached, attributable to LYC/AOC video content.
Gibco's The Art of Cells became the agency's most lauded campaign to date, winning over 10 awards, including ANA B2 Awards (Gold) for best Corporate Branding Campaign, Best Influencer Marketing and The Drum Awards, for best Marketing Campaign in the Health and Pharma category.
As important as any metrics though, is the lasting impressions and artwork resulting in this unique campaign, that showed both the scientists and artists, a new way of looking at cells, and a deeper understanding of their impact in society.
Client: Thermo Fisher Scientific - Gibco
Copywriter: Freddy Drucquer, Rosie Patrick
Videographer/Animator: Thomas Miller, Steven Peebles
Copywriter: Freddy Drucquer, Rosie Patrick
Videographer/Animator: Thomas Miller, Steven Peebles
Creative Director: Jessica Everson
Company: Retina/Transiris