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2016 One Show - Cross-Platform

The MSSNG Lab - Art Exhibit

Agency BBDO / New York

Client Autism Speaks
BACK TO RESULTS

Annual ID

CP16075M

About the Work

We were tasked with creating the branding, raising awareness and funding for Autism Speaks groundbreaking research effort: Sequence the DNA of 10,000 individuals affected by autism, and upload them to the Google Cloud so scientists everywhere could help find the missing answers to autism. A project of such impact required an equally ambitious and transformative idea. So we created artwork from the very thing that holds the answers to autism: DNA. We created microscopic photography of crystallized DNA. A 3-month process in a dedicated lab. With the art, we created 10,000 unique DNA posters, to directly fund the 10,000 sequences needed for the research. Online, an interactive microscope let users explore DNA for themselves. We held an art exhibit where we sold the DNA art and coffee-table books telling the stories of those affected by autism. By transforming science into art, we became relevant to new audiences of potential donors.