Microbiology mogul BioMérieux was ready to step away from the stereotypical image of masked scientists in lab coats and give their well-established brand a more human touch. The People Behind the Science campaign put the spotlight on the oft-overlooked individuals driving BioMérieux’s industry-leading technology, and was well-received among its target audience of microbiologists, quality-control experts, and other pharmaceutical and personal-care professionals who have historically remained behind the scenes.
Food safety is serious business—so it makes sense that traditionally, it’s an industry that’s been marketed using photos of Petri dishes and somber scientific jargon. But we were looking for a new way to inspire confidence among BioMérieux’s food-industry customers. For the launch of their new GENE-UP pathogen-testing platform, we developed an innovative campaign featuring hand-drawn illustrations that depict the ultimate goal of the food and beverage industries: delivering fresh, delicious—and most importantly, safe and pathogen-free food.