Global Campaign
Cell Food
Evonik’s cell culture media provides the nutrients scientists need to feed cells and formulate everything from life-saving vaccines to animal-free meat alternatives. Fascinating, right? What wasn’t so fascinating was how these cell nutrients were presented to the market – dull technical and lifeless. So, to better communicate the chemistry, and highlight the quality of Evonik’s cell culture media, we created a campaign promoting the art and science of cell food.
Picture this: a lab transformed into a three-star dining experience. This is the concept behind our ‘Cell Food Connoisseurs’ campaign. In this imaginative space, we present Evonik as the master chef, working with the right ingredients to prepare a nutritious cell culture media menu.
At the heart of Cell Food Connoisseurs is playful visuals. Pipettes are reimagined chopsticks and petri dishes, elegant plates. Here, Evonik’s cell culture media is no longer a lab formulation; it’s a three-star menu for cells.
We spread 'Cell Food Connoisseurs' across a variety of platforms, from captivating video and photo (owned/paid) to print and OOH ads. Meanwhile, our webinars, whitepapers, and brochures enhanced the culinary journey, offering a deeper dive into the world of cell food.
Evonik’s cell culture media, once confined to labs, has become a recipe for curiosity, sparking industry interest and reshaping perspectives.
Role: Concept & Copy
Client: Evonik
Agency: Fork Unstable Media
