Celebrating 20 Years

Polished Look

We chose chrome as a central aspect of the concept because it’s enduring, high polish and reflective qualities. It seemed appropriate for looking back on 20 years. In fact the elemental name, Chromium, is derived from a Greek word meaning color, and it’s certainly been a colorful couple of decades.

Performing seal

The 20-year commemoration logo was developed knowing that it would be used independently and also in conjunction with our corporate identity throughout the year. We wanted it to have the qualities of a seal but with a unique approach. We redrew the Olga font and encapsulated it within the shape, then refined it, including the addition of the drip. The biggest challenge was how to refer to it – seal, target, meatball, splat… !

Superhero capers

Once we decided to create the superhero characters, we planned an epic photo shoot with our chrome wrapped car. We used an experienced graphic novel artist to turn sketches into the dynamic inks. Our regular campaign featured detailed medical and cellular illustration around targeted therapies. Ultimately, we decided to mix the two. Superheroes and medicine – sounds like our market.

Action

The Chrome Campaign was implemented across a wide range of marketing platforms. Trade shows booths, advertising, promotional giveaways, web content, literature, packaging, and direct mail all got the message out there. Just like we do for our clients.

Superhuman Effort

We used our Science Agency proposition – Research, Strategy, Results – as the basis on which to create our superhuman team that serves superhero clients. We loosely translated client challenges into classical battles for good, which they ultimately are. These provided the underlying theme, paying homage to our clients over two decades while alluding to how our three-pronged solution saves the day in different scenarios.

The Chrome Campaign was conceptualized as a reflection on 20 years of client and project success. We were a typical marketing agency when we launched but our path quickly took us into life sciences and that’s been heavily reflected.