Cannes Lions

THE MSSNG PROJECT

BBDO NEW YORK, New York / AUTISM SPEAKS / 2015

Case Film
Supporting Images
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

By creating artwork made from crystallized DNA, we were able to represent an incredibly clinical, science-based effort in a beautiful and relevant way.

The DNA appealed to people in various fields ranging from medicine/science to art, technology, photography, and design.

In appealing to this broad range of individuals who otherwise wouldn't have taken notice, we were able to drive awareness and, as a result, funding for the project.

We had seen photographs of crystallized objects before, but never of real human DNA. We wondered whether we could apply the techniques others had practiced to a sample of DNA related to autism, and the output was just as beautiful as anything we'd ever seen.

The process was extremely complex. In order to appropriately crystallize the DNA to be photographed, we needed to experiment with various levels of density, volume and purity that would yield the best outcome.

As we raise money to put the 10,000 DNA sequences on Google’s cloud we’ll get scientists to explore the data available and change the future of autism.

The DNA photography developed for the MSSNG campaign will continue to be leveraged in communications to raise awareness and funding for the research for years to come.

The success of the MSSNG effort has been tremendous, and donations raised by it will continue to fund the DNA research itself, uncovering the missing answers to autism.

Outcome

The expected goal of this project is to keep sequencing and uploading the genomes of 10,000 individuals affected by autism to the Google cloud. Once that goal is realized, there is an ambition to continue to sequence and upload more genomic data until scientists are finally able to uncover the many subtypes of autism and possibly discover its cure.

The MSSNG campaign is raising awareness and funding throughout the autism/medical/science fields and beyond. Millions of people are now aware of the effort and encouraged to help support it, making us one step closer to unveiling the many subtypes of autism for personalized treatments and therapies.

Similar Campaigns

11 items

Shaping Better Care

POSTMEN, Kyiv

Shaping Better Care

2024, UNICEF

(opens in a new tab)