Project :
Fight of Our Lives
Client :The Biotechnology Innovation Organization [BIO]
Biotechnology turns real, resistant cases into real, resilient fights.
[01]Intel gathered
Very few people understand what biotechnology is or realize the widespread role it plays in our lives. Dense scientific explanations or talk of “healing the world,” doesn’t land with people who are just trying to get through the day — let alone the ones who are suffering.
How can we create empathy that will inspire people to champion biotech and defend its growth and success here in America?
[02]The angle
So we stopped explaining biotech and started telling the stories behind it. Because, at its core, this isn’t really about science. It’s about people. For a patient and their loved ones, illness is a journey. For biotech scientists and entrepreneurs, every search for a treatment is a journey too.
At the end of the day, this is a human struggle we all share. And if we want the best opportunities, the best options, the best outcomes, we have to back the people — and the spirit — that get us there.
[03]TL;DR
Biotechnology can feel impersonal. Its impact is anything but.
Fig 01.2.1
Fig 01.2.2
Fig 01.2.3
[Stat][01]
0K+
Website users in the first five months
[Stat][02]
0%+
Above display-campaign benchmarks for average time on site
[01]the fine print
Our design aesthetic for the campaign tapped into cues from mid-century and popular technology innovators to create a visual language that reassured and grounded our audience. The result was the right combination of trustworthy and accessible.
We treat each patient story as a short film that weaves together the paths of patient and scientist as they move and intersect, showing the human side of both. We’ll continue to add to this library over the coming years of the campaign.
Quote :
A massive round of applause on a successful launch of Fight of Our Lives. We're incredibly happy with the campaign. The momentum and feedback has been fantastic. ”
Alex P.
Position
BIO
We won't tell anyone.
We'll tell everyone.
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Status :Complete