Situation: 2018 marks the 350th anniversary of science and technology company, Merck. But instead of looking back on its long and successful history, the company focused on the future – celebrating the innovations and collaborations that will define the next 350 years of human progress.

Brief: Create an online campaign, which celebrates the next 350 years of science and technology – placing Merck at the heart of an exciting and inspirational collaboration.

Objectives: The key objective was to inspire B2B audiences across the globe to explore and share personal visions for the future of science and technology on an accompanying campaign microsite.

Recording the heartbeats and physical movements of six unborn babies, we set

the scene for a very special musical tribute to collaboration – one of the cornerstones of human curiosity. Together with artistic partner (Mira Calix) we experimented with the recorded data to compose a unique Ode to the Future - an inspirational piece encouraging B2B audiences to share their thoughts on the future of science and technology with peers across the globe.

To raise awareness for the Merck brand–and shift existing company perceptions from classic pharmaceuticals to vibrant science and technology–our strategy was simple: Inspire B2B audiences by documenting what’s possible, when curious minds from diverse fields come together. This presented audiences with an opportunity to share personal visions with peers across the globe – further boosting brand awareness among leading industry figures.

The project got people curious with…

38 million total video views

260 user generated visions (including three from Nobel prizewinners)

An average microsite visit-time of 3 minutes and 46 seconds

5.57% Click-through-rates for display video ads

111m impressions worldwide via paid media

Most importantly, the project left a lasting impression on science and technology audiences – inspiring them to stay curious, and pursue collaborations in the search for future innovations.