Cell-powered
WE GAVE GIBCO A WAY TO CONNECT WITH THEIR AUDIENCE AND MAKE A LASTING IMPACT.
Art Direction, Production Design
CLIENT: THERMOFISHER SCIENTIFIC / GIBCO
COMPANY: RETINA/TRANSIRIS
Gibco set the industry standard for cell culture techniques six decades ago, but their perception as an innovator had declined, its marketing lacked consistency and their messaging became diluted.
The mission centred on showcasing scientists’ passion for their research through emotionally driven, social content.
This resulted in “The Art of Cells” - a global campaign where six scientists expressed their work in letters to their cells. Artists then translated this science into various art forms, resulting in a song made from cells battling cancer; a poem about the struggles of minorities in cell research; a garden-inspired lab on an Instagram filter.
The campaign ran across video platforms, digital display, programmatic display, email and both organic and paid social media.
I led the artist selection and outreach, consolidated the visual style, and assisted the content team in creating scripts and conducting interviews.
THE IDEA
The mission was to put scientists and their love for cells at the center of the campaign, featuring experience-driven content that would be social and viscerally emotional at the core.
Transiris/Retina recognized that there is more to being a cell research scientist than just microscopes and Petri dishes. To illustrate this, cell research scientists from all over the world were introduced to artists and asked to create a piece of cell art together.
The result was a digital experience called ‘The Art of Cells’. Transiris/Retina recruited half a dozen cell scientists, who shared their passion for cells and the details of their work in a written letter to their cells. These scientists were then paired with world-class artists who, through their own personal medium, translated the science into an artistic expression.
The artists turned the battle of cancer and the immune system into a song, as well as turning a complex biological process into an immersive VR experience. They wrote a poem about the future of overcoming cancer in underserved communities of color and knitted the first stages of life into an embroidered sculpture.
KEY CAMPAIGN METRICS
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.
On social media, a 68% growth in impressions was attained as well as 67% growth in social followers, 650% increase in direct web traffic, 110% growth in SEO-driven traffic, 73% growth in traffic attributable to social and five-times the industry average clickthrough rates on digital advertising.
This campaign was a winner at The Drum Awards for Marketing 2022.
Check the campaign microsite here.
CREDITS
Copywriter
Videographher/Animator
Creative Director
ROSIE PATRICK, FREDDY DRUCQUER
THOMAS MILLER, STEVEN PEEBLES
JESSICA EVERSON