Client: Abcam
Year: 2024
“Super impressed by the Abcam event at AACR this year. It was such a creative idea."
- Event attendee
Summary
AACR is one of the biggest science conferences in the US. Abcam wanted to engage attendees with their brand, through an unusual and surprising evening that stood out against the standard conference drinks receptions.
We worked with two artists to create a unique celebration of the relationship between scientists and their research, delivered through a pop-up art exhibition and immersive planetarium experience.
The event was a hit, providing an opening night moment that both impressed attendees, while connecting with them emotionally.
Objectives
The annual conference of the American Association of Cancer Research is one of the biggest and busiest science conferences in the US. Abcam wanted to demonstrate its support for the scientific community, through a standout event that got attendees talking.
Strategy
Build emotional affinity between Abcam and attendees, by showing that Abcam understands both the potential and challenges of a scientific life - and execute this in a way that no-one else is doing.
Idea
Love, Factually: an artistic celebration of the scientific process, delivered in a planetarium.
The planetarium is an icon of scientific communication, but is almost always used to show outer space and the reaches of the universe.
To celebrate the achievements of life scientists, we used a planetarium as a canvas to instead… zoom in.
What we did
We worked with two artists to create a film that delved into the ups-and-downs of the scientific process. Voices from real scientists were interpreted through image, sound and music by the artists into an immersive visual and sound show.
- Developed and commissioned planetarium show from artists William Fairbrother and Alberto Ruiz Soler, using audio from Abcam’s “Love Letter to Science” series, and original 3D visuals, sounds and music.
- Matched the planetarium experience with a thematically linked food-and-drink offer.
- Created a logo, signage and printed material for the event.
- Provided production support to the Abcam team through sourcing venue, catering and other suppliers.
