J. Morrison Group’s client Invitrogen, a global biotechnology corporation based in San Diego, CA, tasked the agency with revising the company’s global recruitment brand, which was launched during the BIO 2007 convention in Boston, Massachusetts. Starting with a consumer focus group study, the agency developed the “I’ve Got the Science in Me” campaign, which extended through multiple media formats including: print, online, and e-mail pre-show advertising; both a main exhibition venue exhibit and a Career Fair venue exhibit for recruiting during the conference; collateral and giveaway materials for the conference; mobile outdoor media; and a after-hours party. Check out theJ. Morrison Group video highlighting the 3-day conference here.

My role in this campaign consisted of many different responsibilities. Working with the Creative Director’s concept, I was first tasked with the illustration of the wire frame face and microscopic scene. The creative direction was that Invitrogen BIO 2007 was all about the science and that the company was comprised of professionals passionate about the science they do at Invitrogen every day. We created both print and online advertisements promoting Invitrogen Careers’ attendance at the convention as well as an after-hours mixer on a yacht in the Boston Harbor.

Next was the design and execution of both a 20′ x 20′ main exhibit and a 10′ x 30′ Career Fair exhibit. The client wanted the exhibits to have online kiosks for potential candidates to apply online through the company’s online application system. The kiosks would need to be relocated after the event to Invitrogen locations across the US and the globe. Steven designed both exhibits including the floor plans, online kiosks and light box tower with integrated video display. Another requirement of the main exhibit space was to provide as much privacy for the applicants as possible. This was achieved by placing four of the six kiosks inside the tall structure behind the reception counters and wing panels on the outer kiosks. The floor plan also included a private interview room, with an integrated storage cabinet.

Collateral and giveaway items for the event were designed including recruitment business cards, small containment folder with a video mini-DVD, and branded playing cards. The conference was capped with an after-hours party on a yacht in the Boston Harbor, inviting the top talent in the Biotech industry, which J. Morrison Group also planned, produced and hosted.

The project was honored with 12 awards for its exceptional work for the global biotech company, including the coveted Dansker Award (Best of Show) at the Employment Management Association (EMA)’s 2008 Creative Excellence Awards held at the Gaylord Opryland Resort in Nashville, TN.

• Dansker Award (Best in Show) – Campaign Creative & Execution
• 1st Place – Career Fair Planning & Promotion
• 2nd Place – Video or Film
• 2nd Place – Online Advertising
• 2nd Place – CD-ROM/DVD
• 2nd Place – Electronic Display
• 2nd Place – Direct Mail
• 2nd Place – Best Research Project
• 3rd Place – Media Research
• 3rd Place – Live Media Promotions
• 3rd Place – Media Planning
• 3rd Place – Multi-Media Campaign

Additionally, the “Science in Me” campaign went on to win a number of international Communicator and Hermes awards.