BACKGROUND/CHALLENGE: Sigma’s CompoZr Zinc Finger Nucleases (ZFNs) are a breakthrough technology for modifying genes more quickly and precisely than ever possible, but many life science researchers didn’t realize the technology was available or fully comprehend its capabilities. STRATEGY: In short, we worked from the concept that researchers are like artisans who need the best tools to do the best work. I teamed up with a savvy art director to research this product and develop the concept into the cutting-edge, futuristic portrayal of gene modification in action, perfectly aligned with Sigma’s darker, sleeker "Where Bio Begins" campaign. I also functioned as the lead writer for this "pilot" single-page ad and a gatefold ad that followed, featured in Science, Nature and GEN magazines. RESULT: The new ad campaign did, in fact, generate new leads.
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