Bridging Art & Science

Bridging Art & Science

Awards:

  • Best Stand 501-1000sqm – GOLD
  • Best Stand at a Healthcare Event – GOLD

Agency: WRG – a division of the Creative Engagement Group

Client: AstraZeneca

Event Name: ASCO

Agency Website: wrglive.com

 

Gallery:

 

 

The Brief:  

At the annual American Society of Clinical Oncology (ASCO) congress, attended by healthcare specialists, our key challenge was to create an arresting, stand-out experience for one of our client’s key brands, being launched for a new indication in lung cancer treatment.

This central attractor had to promote the launch, draw the crowds onto the booth and drive them to discover more about the client’s substantial portfolio. The piece itself had to reflect the brand of the product too – graceful, targeted and intelligently designed.

But we knew the congress-hardened, difficult-to-impress oncologist audience had a notoriously short attention span. Nothing less than a true collision between art and science would be enough to entice and keep them on the stand…

 

The Solution:

The primary objective of the booth was to position our client as the leader in oncology. As well as creating a welcoming environment where delegates could engage with reps and content, the booth was also split into two – the science (pre-launch) and brand portfolio (launched).

Each brand on the portfolio side issued individual briefs for delegate experiences that would bring their respective campaigns to life. For our attractor, we had a lead visual of a marlin to encapsulate the campaign. A powerful, fast, graceful fish, the marlin had been chosen to reflect the ‘confidence in the power of precision’ that the therapy brings to customers and patients.

We knew that the purpose of the booth would be to dramatise the image of the Marlin made up of ‘T-Cells’ – the target of the treatment itself.

It was also important to our client that the piece reflected ‘the elegance of science’. With the business re-focusing their investment into their pipeline and research, the launch of this indication had to align with their commitment to scientific excellence.

Our approach was to create a meaningful statement and ensure that value was felt by its on-booth presence. It had to be striking but meaningful – spell-binding but affecting. It also had to be re-useable and re-programmable for use at other venues.
Determined to hypnotise the congress, we took this lead campaign image and turned it into a graceful, mesmerising kinetic sculpture – a high-impact statement to represent our client’s commitment to science.

We also positioned the piece in such a way that the curved central walkway would direct delegates past other principle interactives and content.

 

Activation:

Bringing a two-dimensional image to life in three dimensions for the first time was hugely important to our client. We knew it had to be memorable and worthy of sustained attention – and get across the key launch messaging. It also had to set the tone for other interactives that we were tasked to produce.

We created a kinetic sculpture, comprising 620 individually suspended, tennis-ball sized spheres – each on their own winch. We manipulated them to form living, moving waves and, in a startling transition, rise up to form a stunning three-metre-long marlin.

Bespoke software controlled the spheres to create a sequence that timed to, and worked with, animations playing on an LED screen backdrop. In doing so, we brought a static campaign to life to demonstrate the strengths of the product and reinforce its brand messaging.

Theatrical sound and lighting also helped to dramatise the different sections of the sequence, taking the spectator ‘underwater’ amplifying the moment we ‘break the surface’.
The marlin sequence also helped to propel the audience through to the scientific side of the booth, where we flexed our creative and technical capabilities to fuse art and science once more.

Over the walkway that swept through the medical side of the stand to the marlin, a series of arches signposted parts of the body that the company were targeting in their cancer treatments.

Below these arches, delegates could select a sphere containing a molecule sculpture that represented a tumour type. Intricately designed and delicately cased, the 3D-printed spheres triggered relevant content through RFID at several interactive stations.

 

The Result:

It turns out we didn’t have to worry too much about the fickle healthcare professionals – or sustaining their interest. The kinetic sequence worked brilliantly as the prime draw for delegates to the booth.

It became a hit on social media platforms both inside and outside of the congress, with many filming the sequence and the crowds that had gathered to watch.
Other exhibitors also came over to openly visit and film the sequence. Driven by the congress buzz, many actively sought out the booth who would not ordinarily come to our client’s stand.

Most tellingly, each new cycle of the sculpture brought so many people that the congress itself complained that our booth was drawing too many people and was causing overcrowded walkways.

The metrics also stacked up. The RFID spheres on the medical side of the booth were scanned nearly 8,000 times over the course of the congress. Overall, on-booth staff were able to generate 500 genuine, post-conference leads.

An ecstatic client also told us that they heard another industry leader say, “WOW, they’ve arrived in oncology – as you can see from their booth!”