Thermo Fisher Scientific – The Art Of Cells

Situation

For over half a century, Gibco has provided scientific excellence to the research community with the most respected cell culture products in the industry.

Recent advances in cell biology have brought this essential branch of science into greater focus and scrutiny in the media and captured the popular imagination with breakthroughs such as cloning and gene editing.

Gibco wanted to capitalize on this new momentum in cell biology to show its unique contribution to cell culture science in a fresh new way that would cut through the noise to gain media attention and extend its audience reach via video, social media and an expanded digital presence. The challenge was to translate the technically complex work of scientists into a creative, engaging artwork that would resonate with an audience of scientists and non-scientists alike.

In the previous year, we had run a similar video campaign, “Love Your Cells”, where leading scientists wrote “love letters” to their cells. The campaign achieved significant success in the market, in society, and in the marketing community. In an age of media saturation and strong competition for audience attention, that campaign fostered a strong emotional response in our audience of highly-informed scientists and researchers, and communicating Gibco’s role and values effectively. We had an opportunity now to do a sequel.