Medtech
BD lifting the fog

Lifting the fog to help clinical labs navigate ICDR 2022

The Brief

In Vitro Diagnostic Regulation (IVDR 2022) was on the horizon: a new regulatory basis for laboratories to adhere to regarding their diagnostic equipment and tests.

BD wanted to let their customers and prospects know that they were by their side to help them navigate these changes – plus showcase their devices planned for IVDR-compliance.

Our Strategy

To deliver the impact that BD wanted, our idea was to show that with the Rhapsody, researchers could literally ‘Find the Impossible’. To do this, we decided to take a well-known figure of mystery, that has never been proven and bring it to life.

Starting with Bigfoot, we worked with top movie SFX teams to produce a series of light-hearted and memorable images that wouldn’t only achieve high recall, but complete brand differentiation. This insightful narrative has given us a disruptive and lasting platform to communicate that with BD MultiOmics, you too could discover the unimaginable. All activity drove traffic to a dedicated BD MultiOmics landing page, where researchers were encourage to hand raise for more information.

To deliver the impact that BD wanted, our idea was to show that with the Rhapsody, researchers could literally ‘Find the Impossible’. To do this, we decided to take a well-known figure of mystery, that has never been proven and bring it to life.

Project Team

Joe Ruddock
Creative Director
Charlie Culverhouse
Account Manager
Evan Winland-Gaetz
Digital Creative Lead
Joe Wilson
Motion Designer
Lucy Harrison
Copywriter
Partner

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