Case study (1:48)

A PROJECT TO TURN DNA INTO ART AND ANSWERS

Autism Speaks approached BBDO for help with a landmark research project. Together with Google, the non-profit was going to sequence the genome of 10,000 individuals on the autism spectrum and then make that information available in the cloud for scientists around the world to research. 

They needed a name. And a hook. And our help raising $10 million dollars to make the project a reality. 

It was a beautiful idea — one that promised to find the missing answers to a puzzle that now afflicts one in 68 children worldwide. That's how we landed on the name MSSNG, and led us to team up with biochemist Linden Gledhill to create works of art from actual strands of DNA. 

We created 10,000 individual photographs of DNA, which we turned into a gallery show, posters for sale on MSSNG.com, even a coffee table book.

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MSSNG.COM

On the web, visitors could learn about the project while exploring crystallized DNA through a virtual microscope—one that allowed them to create their own custom works of art. 

LAUNCH MEDIA 

We needed every dollar to go into research. So we used radio and online video to spread word of the launch. The radio spot featured an original composition based on real sequences of genetic code. 

ANNOUNCEMENT FILM (1:55)

CLIENT
Autism Speaks, Google

PRODUCTION
Stills  Linden Gledhill
Digital  Media Monks
Music  Human, Singing Serpent
Video  Koji Yahagi

RECOGNITION
Silver, Cyber, Cannes
Wood Pencil, Radio, D&AD
Silver, Digital, London Intl. Awards
Nominee, Integrated, Webbys
Nominee, Website. Webbys
Site of the Day, FWA
Gold, Integrated Public Service, Addys
Gold, Microsite, Addys
Bronze. Direct Response, ANDY Awards
Silver, Digital Technique, Clios
Gold, Digital, Cristal Festival
Bronze, Healthcare, Effies
Bronze. Audio Technique - Music, Clios
Bronze. Audio Technique - Sound Design, Clios

PRESS
Video  PBS News Hour, Oct 21, 2015