Client
Applied Biosystems
Deliverables
- Strategic Thinking
- Creative Ideation
- Brand Campaign Guidelines
- Campaign Design and Launch
This is the first globally integrated Applied Biosystems campaign we have done for Thermo Fisher.
The Ask
Applied Biosystems makes integrated systems for genetic research. Darling works with them to strengthen brand connection between their precision equipment and the scientists and techs using it. Our challenge was to identify the perfect type of emotional response – one relevant to the humans conducting this groundbreaking research, but also directly reflecting the purpose of Applied Biosystems' products. We needed to avoid focusing on the end result of the research, which can vary wildly across a broad range of investigation.
The Thinking
Strategically we identified that the emotion wasn't directly connected to the equipment use. It appeared when the scientists spoke about what they were trying to accomplish, before the experiments and research effort began. What problem they were trying to solve - which questions they were trying to answer.
The Campaign
Einstein famously said "If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask… for once I know the proper question, I could solve the problem in less than five minutes.” Through research and inspiration, the "Ask" campaign was born.
