The Art of Cells: Integrated Campaign
Gibco, a division of Thermo Fisher Scientific, sells cell culture products and services to scientists working within cell research.
Working with cells can be extremely challenging, it can be frustrating, and it can be exhausting. But despite all of the dead-ends, setbacks...even failures, cell research offers us so much hope and potential. Scientists must persevere and keep pushing for the answers that will change our world. And the only way to do that, is with love.
As part of a brand awareness campaign, we worked with Gibco to explore the connection between scientists and cells - bringing to life to the amazing beauty of cell research like it's never been seen before.
We began by asking cell research scientists to write love letters to their cells. We then paired each scientist with an artist and asked them to create a piece of art that captured the relationship between their scientist and the cell research. The creation of each love letter, art piece, and the scientist's reaction was documented and turned into a series of videos that were shared on social media and a dedicated microsite. You can watch all the videos at https://resource.thermofisher.com/page/gibcoloveyourcells/
This project is ongoing but to date, it has won over a dozen awards across numerous marketing and B2B awards, including gold at the Drum Marketing Awards, the B2B Elevation Awards and the B2 Awards, and being shortlisted at the One Show.
Working with cells can be extremely challenging, it can be frustrating, and it can be exhausting. But despite all of the dead-ends, setbacks...even failures, cell research offers us so much hope and potential. Scientists must persevere and keep pushing for the answers that will change our world. And the only way to do that, is with love.
As part of a brand awareness campaign, we worked with Gibco to explore the connection between scientists and cells - bringing to life to the amazing beauty of cell research like it's never been seen before.
We began by asking cell research scientists to write love letters to their cells. We then paired each scientist with an artist and asked them to create a piece of art that captured the relationship between their scientist and the cell research. The creation of each love letter, art piece, and the scientist's reaction was documented and turned into a series of videos that were shared on social media and a dedicated microsite. You can watch all the videos at https://resource.thermofisher.com/page/gibcoloveyourcells/
This project is ongoing but to date, it has won over a dozen awards across numerous marketing and B2B awards, including gold at the Drum Marketing Awards, the B2B Elevation Awards and the B2 Awards, and being shortlisted at the One Show.