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The Unsung Heros

The Client

Thermo Fisher Scientific is an American provisioner of scientific instrumentation, reagents and consumables, and software and services to healthcare, life science, and other laboratories in academia, government, and industry.

The Brief

The objective of this particular campaign was to create awareness and perception of Thermo’s ability to improve everyday tasks in the lab through their benchtop device and instrument offering.

Wooshii were tasked to come up with a new creative campaign that would touch the researcher emotionally and connect with their everyday frustrations in the lab, create stopping power and get them engaged. To achieve this we used emotion-triggers to deliver the key benefits:


-Evoke emotion. Messaging needed to reach target audience emotionally

-Speak to them subconsciously

-Stopping Power: Creative should strive to get the audience to stop, read, remember and react.

-Get the viewer involved: Trigger a behaviour that draws them in.

-Longevity and scalability and have the ability to include multiple products.

The Result

In order to meet the objectives, Wooshii came up with the theme “The power of quiet heroes.” The commercial and series concept showcases that Thermo Fisher Scientific’s workbench instruments are ones that are usually overlooked, they are the workhorse instruments across all labs, they work day in day out across a plethora of research areas, so we wanted to shine a light on the instruments which enable ground-breaking science.

Through seamless transitions and visual storytelling, we were able to show that even the most ‘menial’ tasks in science have the potential to change the world, and Thermo Fisher Scientific’s workbench instruments are the reliable, versatile workhorses that every lab needs to accelerate discovery. With this theme we were able to create a series of videos that focused on their workbench offering, creating a visually engaging, story-driven and holistic campaign.

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