Look at your typical biotech ad, and you’ll see a stock photo model peering pensively into a beaker of blue liquid. Not exactly awe-inspiring stuff. But with a fun, unique campaign featuring hand-illustrated bugs representing common pathogens, we’ve kept BioFire’s target audience of doctors and clinical directors engaged with interactive pieces like a custom Rubik’s Cube, a hand-drawn children’s book, and a series of print ads featuring special glasses that allowed viewers to “find the culprit” that was making their patient sick.
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.
As part of our partnership with StepUp (a division of the Utah System of Higher Education), we wrote, illustrated, and produced this custom children’s book that encourages young minds to dream big. Looking through the eyes of a curious red fox named Monte, readers learned about different career options—from mechanic to meteorologist—and how each plays a critical role in the world. After Utah’s Lieutenant Governor helped us debut the book by reading to a large gathering of young students, over 20,000 copies were distributed to elementary-aged kids throughout the state.