Novartis wanted to reimagine their flagship Basel campus, moving away from a closed, inaccessible environment towards a place that attracts new resident companies and inspires the public to come in.
Our creative idea was Encounter Progress, a campaign platform that communicated Novartis’ purpose behind transforming the campus – a place where residents create life-changing work side-by-side, and the public can come face-to-face with the power of medical research. The platform, which included a concept, targeted messages and design guidelines, became the foundation for a websites, print brochures, a film and out-of-home advertising.
What inspired us to come up with this solution was the genuine motivation of everyone at Novartis. Their passion for medical progress is contagious and our work bottles that so everyone can partake.
As well as opening up their campus, Novartis needed to draw visitors into their new learning, event and exhibition space: Novartis Pavillon. Building on our Encounter Progress campaign, we positioned the space as somewhere everyone can engage with and be inspired by the wonders of medicine. Our creative work included a series of adverts that ran across Basel – from posters at transport hubs to short films on the city’s trams – that captured the drama, emotion and rigour behind scientific progress, and invited viewers to discover the steps toward medical discovery at Novartis Pavillon.