At Genentech, breakthroughs of all kinds can lead to groundbreaking advancements in cancer research. To highlight the importance of these moments, we embarked on a unique awareness campaign activated across live events and a robust social media and print campaign. To achieve our goal, we worked with a team of talented artists, all personally affected by cancer, to create work that conveyed our breakthrough message in a uniquely captivating way.
To represent Genentech BioOncology at ASCO, the premier oncology conference, we commissioned the super talented artist, Josh Cochran, to paint a live piece that served as a powerful representation of the collaborative nature of cancer research and the importance of individual contributions.
After ASCO, we held a New York media event, featuring artists like a singer-songwriter, a tattoo artist, and an illustrator, who created impactful artwork highlighting breakthroughs in cancer research. The event also showcased immersive wall graphics, demonstrating progress and advancements in the field.
Finally, we created an interactive display at Genentech HQ, engaging employees to share their own cancer breakthroughs and demonstrating the power of collective action in advancing research.