Creative summary
Antibodies are a commodity among researchers. Invitrogen's antibodies wanted to gain market share in a very competitive landscape and set up a framework to introduce their antibodies portfolio.
The creation of characters for each of the products gave each of them a unique personality that helped explain the benefits and quality of the offering. The campaign was a success globally, the characters were adopted in numerous labs across the world. The brand awareness of the portfolio increased dramatically in less than a year. The work was awarded gold in IHAF integrated campaign category.
