Liberating life-scientists from the complexity of conjugation

It’s an exciting time for Life Sciences: its markets are undergoing a sizeable boom. With the public’s renewed appreciation for scientific advancement, a dynamic, bustling scene has opened the way for fresh opportunities.

Whilst this is energizing, it creates need for a speedy response – products must reach the market more quickly and clear communication with consumers is more crucial than ever.

Abcam asked ALL Creative to create a campaign which would drive awareness and sales of a new range of antibody conjugates.

Abcam is a leading supplier of the highest quality antibodies to life-scientists worldwide, so extending into antibody conjugates was a natural evolution for them.

Antibody conjugates are extremely useful reagents for probing many biologically and chemically important molecules in vitro or in vivo and therefore are used throughout the entire workflow by life scientists.

Following extensive research with our target audiences, we created a value proposition and a structured message hierarchy based on a core need of our life-scientists to have complete freedom to design their experiment the way they wanted to.

This inspired our multi-layered, animated, digital campaign based upon liberation: Liberation from the hassle and complexity of conjugating their own antibodies; Liberation to enjoy the seamless journey ahead, doing things their way, all the way.

ALL Creative cut through complexity to achieve compelling communication.


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